Infront & EHF

With exclusive responsibility for the marketing and media rights for EHF EURO events since 1993, Infront has made a valuable and significant contribution to European handball, helping ensure the successful development of the flagship EHF national team competition. In 2020, nearing 30 years after the partnership began, a prolongation of the contract was signed up to 2030.

Improvement of digital presence was a main pillar of the prolongation, and a 360-degree strategy has since been implemented. Through the digital efforts, a multitude of new milestones were hit at the Men’s EHF EURO 2024, including 1.2 billion in cumulative TV audiences, 764 million digital reach and 210 million video views on EHF channels.

Highlighting the passing of 30 years of cooperation, James Chubb, Head of Handball at Infront, shares insights into the key achievements and what is to come.

What are the biggest milestones in the long-term partnership between Infront and the EHF?

“Over three decades of partnership, the expansion of the Men’s and Women’s EHF EURO to 24 teams has been a standout, opening up new markets and strengthening handball's footprint across Europe. The Men’s EHF EURO 2024 set new benchmarks, particularly with the record-breaking opening match in Düsseldorf, which attracted over 53,000 spectators. Another significant milestone has been the growth of women’s handball, marked by increased investments from brands like Lidl and Gorenje, which showcased the growing commercial appeal of the sport.”

The Men’s EHF EURO 2024 set a benchmark for handball events. What knowledge was gained from it and how much has that helped shape the sponsorship agreements for the future?

“One key takeaway was that taking calculated risks, such as hosting matches in large arenas, pays off when supported by strong promotion and collaborative local organising committees. The fully sold-out opening matches in Düsseldorf exemplified how ambitious planning can lead to commercial and fan success.
This demonstrated the viability of significant investment to sponsors, creating a virtuous cycle of support. Future sponsorship agreements have been influenced by this, placing greater emphasis on innovative activations and stronger collaborations with host cities.”

From the sponsorship and media landscape side, what were the major turning points when the interest in the Women’s EHF EURO grew?

“One major point was when organisers began investing more heavily in the tournaments, treating them with ambition. Ramping up ticket promotion campaigns drew bigger audiences. Support from key partners like Lidl and Gorenje further cemented the credibility and commercial potential of women’s handball, making it an attractive proposition for sponsors. The result is a more competitive sponsorship market and broader media interest.”

What was the decisive factor for different brands to support the Women’s EHF EURO 2024, and what roles have the new markets played in the overall sponsorship strategy?

“The enlargement of the competition to 24 teams has been pivotal, as it brought handball to new markets, creating fresh opportunities for sponsors to connect with local audiences. Brands are drawn to the EHF EURO’s ability to provide wide-reaching exposure and an emotional connection with fans, particularly through creative activations. The tournament’s scale and inclusivity have helped it attract diverse partners eager to tap into both established and emerging handball markets.”

Looking at the digital side of the partnerships, how much are brands interested in digital advertising, how do they activate their sponsorships on social media, and what are the most successful practices we have seen in the past and will enjoy in the future?

“The digital advertising inventory continues to do well — it was all sold out for the Women’s EHF EURO 2024, reflecting its value to sponsors. Social media activations have been among the most successful practices, as they offer a unique blend of physical presence and digital engagement. Brands have recognised the unparalleled reach and engagement opportunities offered by the EHF’s digital ecosystem, and that has increased their interest in making use of those activations.

“The reach across all digital platforms soared to 764 million during the Men’s EHF EURO 2024, marking a 114 per cent increase compared to the previous tournament. Key features like the match predictor tool have also driven significant data capture, with a 400 per cent increase in user data collected. Initiatives such as the All-Star Team vote, which saw participation rise by 113 per cent, and Infront’s Activation Engine, which gathered zero and first-party data from 5,000 users, have illustrated the power of personalised fan engagement. This data allows sponsors to create tailored content, thereby offering fans unique experiences while maximising brand exposure.

“There were three standout gamification activations illustrating this approach, providing engaging content and collecting valuable fan data, in the context of the Women’s EURO: Gorenje’s Match Predictor, Grundfos’ Player of the Match voting and Lidl’s All-Star Team vote. Gorenje went further and used data collection to establish a direct connection with fans, enabling tailored follow-ups and deeper engagement. While Lidl and Grundfos opted not to collect data, their activations enhanced the fan experience by offering prizes and fostering emotional connections through interactive participation.

“These digital strategies underscore a shift in sponsorship, where collecting and utilising fan data becomes as important as traditional visibility. By integrating gamification and personalisation, brands can create meaningful interactions that resonate with fans, while sponsors benefit from insights that allow them to refine their engagement strategies. This approach will remain a key focus, ensuring that digital innovations continue to elevate fan engagement and sponsorship outcomes.”