Expanded role for EHF Marketing sets club handball on track for further growth
MEDIA RELEASE: With the start of the 2026/27 season, EHF Marketing (EHFM) has significantly expanded its role which sees the marketing arm of the European Handball Federation (EHF) transforming from a traditional sports rights marketer for club handball rights into an integrated platform for clubs, fans, sponsors and media companies.
As part of this process, EHFM takes on significantly increased responsibilities, from conception and development of the product to the throw-off on court and storytelling towards stakeholders, to the commercial marketing of the respective rights from a single source for the benefit of European club handball.
As of 1 July 2026, EHF Marketing has taken direct responsibility for the management and distribution of the EHF club competitions’ audiovisual rights. Together with its existing responsibility for the marketing rights, this brings the key areas of the club competitions’ value chain closer together.
Alongside the sales and management of the rights, this includes an enhanced direct responsibility for TV production and technical delivery, international distribution and broadcaster servicing, the OTT platform EHFTV, content, data and integrated commercial activations.
David Szlezak, Managing Director of EHF Marketing, said: "Taking direct responsibility for the audiovisual rights is far more than an administrative act. It is the foundation for us to actively shape our own narrative. Who owns the rights, now owns the fan journey – this is precisely where we must bundle our efforts to further grow European men's and women's club handball across the EHF Champions League, EHF European League and EHF European Cup while simultaneously preserving the DNA of handball."
He continued: "The live match remains our core product. But in today’s sports market, the value of a competition is created far beyond the 60 minutes on court. Our ambition is to unlock the full potential – through more storytelling, broader distribution and stronger connections with fans, clubs, broadcasters and partners."
EHF Marketing’s established role as the commercial arm of the EHF and marketer of the media and marketing rights to the EHF Club Competitions remains at the core of its activities. This will be complemented by a stronger platform function designed to create more value around the competitions and connect the different stakeholders of European club handball more closely.
The participating clubs will play an increasingly important role, with closer cooperation intended to strengthen local storytelling and extend the competitions’ international visibility. In this respect, EHF Marketing sees itself as the enabler, providing clubs with clear conditions and improved access to content to specifically support them in further growth.
EHF Marketing’s renewed approach in the strategic and commercial management was shared with the EHFM Advisory Board (AB) on Thursday, as the development is also to be seen considering the changes to the competition structure in men’s club handball, with 24 teams participating in the EHF Champions League Men and a new playing system for the EHF European League. Adaptations for the women’s club competitions are planned and have been confirmed as of the 2027/28 season.
Michael Wiederer, EHF President and Chair of the EHFM Advisory Board, said: "The development of our club competitions cannot be viewed just from the sporting or just from the commercial perspective – they go hand in hand. With the new playing systems in place, and the new role for EHF Marketing firmly laid out, we have the opportunity to create an environment in which our competitions and our clubs can prosper, while we can strengthen our ties to commercial and broadcast partners to ensure the further growth of European club handball."
He continued: "This at the same time is relevant for the development of European handball overall. The involvement of the stakeholders in this process pays off and we are therefore more than ready to follow this path."
The EHF Champions League returns on 5 September with the first matches in the women’s competition, the men start on 9 September. In the EHF European League Men, the first group phase matches are scheduled for 29 September, the women’s qualification begins on 3 October.
On the business side, further initiatives will follow as EHF Marketing continues to translate its expanded role into new services, products and opportunities for European club handball.
photo © Jozo Cabraja / kolektiff
