European Forum for New Ideas – what is EFNI?
EFNI is one of the most prestigious business events in Poland, hosting discussions about global trends, new ideas and the future of Europe. As part of the European Forum for New Ideas, during dozens of events, panels, open meetings, counterpoints and night-time discussionsspeakers discuss the most important challenges facing business and society in a changing world, global trends and the future shape of the European Union.
Delegation from UniLodz at EFNI
As one of the largest universities in Poland, the University of Lodz not only follows global trends in knowledge popularisation but also contributes to them. We proudly position ourselves as a leader in popularisation efforts – a place where science is not confined within the walls of academia but lives in dialogue with society. Therefore, UniLodz is represented at EFNI by a six-person delegation, including both university lecturers and administrative representatives.
The event's extensive programme included three panels moderated by the University of Lodz researchers:
On Wednesday, 16 October, Prof. Wojciech Woźniak led a discussion titled "Cooperation between the worlds of sports and business – the role of sponsorship in the development of disciplines and brands?"
It's difficult to imagine modern sport without the involvement of business – it's precisely through thoughtful investments and partnerships that its development, professionalisation and building strong, recognisable brands are possible. Are brand sponsorship decisions a result of the current trend in specific disciplines, or a well-thought-out, long-term image-building strategy? During the panel, Prof. Woźniak and the participants examined the mechanisms behind the selection of specific sports and athletes as brand vehicles. He combined the perspectives of athletes themselves, sports associations, industry sponsors and representatives of the broader market to examine the values and goals driving contemporary sports sponsorship. The panel also discussed what determines the durability of sponsorship relationships, how brands' approaches to their presence in the world of sports are changing, and how to effectively combine business goals with the social mission of sport.
On the same day, Wednesday, 16 October, Prof. Mariusz Sokołowicz moderated a panel entitled Cities and regions of tomorrow: the role of local governments in times of climate change, geopolitical tensions and digital transformation.
Faced by the intensifying impacts of climate change, growing geopolitical tensions and economic challenges, European capitals, large cities and regions are on the front lines of transformation. What financial, legislative and technological tools enable local governments to effectively adapt to the ecological goals of the Green Deal? How can local authorities increase their autonomy in the face of centralising EU structures and resilience to global crises? The panel brought together mayors, smart city experts and economists to develop a roadmap for an economy based on sustainable development, digital inclusion and the geopolitical resilience of cities.
On the last day of EFNI, Thursday, 17 October, Dr Joanna Podolska-Płocka led a discussion titled "Culture as Soft Power. Does Poland Have a Story for the World?"
Today, culture is a powerful tool of influence – it builds image, soft power and emotional connections with audiences worldwide. Investing in culture is not a cost, but a long-term investment in reputation, innovation and social cohesion – values that truly translate into the strength of a country's brand. Does Poland have a coherent, compelling story for the world? How can we tell it in times of geopolitical tension and digital noise? In this debate, we asked who creates narratives about Poland today – artists, institutions, or perhaps... influencers? And why without the involvement of business – as patrons, partners, and creators – no ambitious cultural strategy will succeed.
During three intense days, including meetings and panels, the event participants considered the question: what about tomorrow?
Representatives of central administration at EFNI
The forum was also attended by representatives of the University of Lodz authorities, including: Katarzyna Rąkowska-Kutyło, Rector’s Representative for Strategy and Deputy Director of the Rector’s Office; Tomasz Piestrzyński, Director of the University of Lodz Library, the Rector’s Representative for Open Access to Publications and Research Findings and Michał Mackiewicz, Bursar of the University of Lodz.
Source: EFNI, Centre for External Relations and Social Responsibility of the University, University of Lodz
Edit: Centre for Brand communications, University of Lodz
