GGBET rolls out FC Polissya fan campaign as Ukrainian season begins

Ukrainian betting firm GGBET has unveiled a new fan-focused campaign with FC Polissya Zhytomyr, built around the club's kit reveal for the 2026/27 Ukrainian Premier League season. Polissya's first fixture is against Chornomorets Odesa on Sunday, 2 August.

Dubbed "The Packs Code", the initiative follows the partnership first agreed in June 2025. GGBET and the club say they share an ambition to "bring sport closer" to audiences through what they call a "range of interesting projects". The campaign combines fashion-style player photography with personal stories covering jersey-number choices, on-pitch superstitions and off-field career memories.

Why football matters to GGBET

Football dominates Ukrainian sporting culture, ranking well ahead of boxing, basketball and tennis, and that popularity shapes GGBET's branding strategy. The operator also sponsors 17-time national champion Dynamo Kyiv, but stresses that its approach is not limited to the men's game. In 2026, GGBET UA became a sponsor of the Ukrainian Basketball Federation and the national 3x3 basketball championship.

A spokesperson for the Kyiv-based company told SBC News that Polissya's "steadily growing" audience provides "qualitative and quantitative value" as the brand strengthens at home. The club was described as "one of the country's most dynamic clubs", both for sporting performance and media presence, with a "modern approach" to fan engagement, content creation and events. The spokesperson also noted Polissya's efforts to remain connected with fans living outside Ukraine due to the war, alongside investments in domestic sporting infrastructure, including a new training centre and redevelopment of its Zhytomyr stadium.

"The brand continues to invest in different sports and develop our product to meet the needs of fans, regardless of their sporting preferences," the spokesperson said.

Market backdrop

The announcement lands at a testing time for Ukrainian gambling. The relatively young regulator PlayCity is still trying to cement its authority over the legal market and remove illegal operators. Russia's full-scale war against Ukraine is also now in its fourth year, with devastating effects on the economy and population.

"It is difficult to make predictions about the growth of an industry in a country experiencing a full-scale war, as this factor remains highly unpredictable," the GGBET representative reflected. Nonetheless, the company said it continues to operate in Ukraine and pay taxes, helping to support the national economy.