Throughout 2022 the EHF spent time networking with other sports professionals and promoting handball around Europe at a number of events.

In June, the EHF attended sports marketing and sponsorship conference Sporto, held in Ljubljana, Slovenia.

EHF Director of Business Development & Marketing JJ Rowland took to the stage alongside Infront Sports and Media Central Marketing Sales Manager Christina Höllerl to discuss the marketing and sponsorship angle of the

Women’s EHF EURO 2022, with a focus on the importance of sustainable development and women’s empowerment in sport in the build-up to the event.

Slovenian singer-songwriter Senidah, who wrote and performs the EHF EURO 2022 official song ‘Play with Heart’ and was a special ambassador of the championship, appeared at the closing session of the conference.

In September, representatives of the EHF, EHF Marketing (EHFM), German Handball Federation and German Handball Bundesliga teamed up at SPOBIS 2022, Europe's largest sports business event. In panel discussions and interviews, the four organisations highlighted the successful sporting and economic development of handball as well as the opportunities and challenges of the coming years.

EHF President Michael Wiederer talked about the EHF Masterplan and how it feeds into the sport’s continued development, while EHF Secretary General Martin Hausleitner participated in a session on how the German federation and the EHF plan to benefit from the opportunities presented by the ‘mega’ year of sport in 2024.

Speaking about Germany’s role as host of the Men’s EHF EURO 2024, Hausleitner said: “We have the goal that the European Championships are not only a celebration for the host, but a major international sporting event. We face many challenges and opportunities in this regard and already feel the first successes. Through international promotion we want to boost sports tourism. The tools we are currently using are working, but the real test will come in Germany.”

EHFM Managing Director David Szlezak spoke about the organisation’s growth strategy, with a focus on brands, technology and presentation.

“In handball we are proud of our heritage and have a very clear DNA. We are striving for development, but want to do it authentically. The entire handball ecosystem needs to bring fans into arenas across the world. We all have to work together on that, each from our own position,” said Szlezak.

Meanwhile, EHF Director of Media & Communications Thomas Schöneich talked about digital transformation and how the EHF, the United States’ National Football League and the National Basketball Association are positioning themselves strategically. 

“When we are investing in platforms such as TikTok and Twitch, it is an investment to reach new audiences,” said Schöneich. “We have turned the Home of Handball channels into reference channels for European handball on these platforms. It is our aim not only to build an engaging platform and community, but build strategies and possibilities to monetise as well.”

We have the goal that the European Championships are not only a celebration for the host, but a major international sporting event.

Martin Hausleitner  EHF Secretary General