Why Brands and Companies Should Establish Partnerships in Handball
Published on
by Mara Kottke
Handball is not only one of the most popular team sports in Europe, but also one of the most dynamic and emotional. With its thrilling matches, passionate fans, and ever-growing community, the sport inspires millions of people and offers companies a platform with enormous reach.
In this Insight:
Handball As a Global Stage: Reach and Media Presence
With the World Championships and European Championships happening, the decade of handball is in full swing. With the Women’s World Championship starting at the end of November, followed by the Men’s World Championships in 2027 and 2029 - all being held in Germany - handball has a historic opportunity to redefine its social relevance in the coming years and become more prominent than ever before.
The reach speaks for itself: the 2023 Men's World Championship was broadcast in over 180 countries, reaching a total of more than 1.1 billion TV viewers. The Women's World Championships continue to grow too, with over 420 million cumulative viewers and more than 11 billion event impressions recorded in 2023. Both of these handball events demonstrate the potential that the sport offers brands.
The development is set to continue: for the 2027 Men's World Championship, the German free-to-air TV group ProSiebenSat.1 will showcase handball as a primetime highlight, supported by extensions via the Joyn streaming platform and its social media channels. This will create a multimedia ecosystem offering companies maximum visibility across TV, streaming, social media, and live events.
At the same time, the social significance of women's sport is growing too. The IHF Women's World Championship provides a platform for topics such as female empowerment, equality, and diversity - values that are important to the target audience, with 77 per cent of Germans wanting to see more coverage of women's sport. By demonstrating their presence, brands send a credible signal of social progress.
In general, handball stands for fairness, down-to-earthness, team spirit and strong emotions among fans – ideal conditions for authentic storytelling that reaches and moves people.
A Strong Brand Platform - With Diverse Activation Options
Whether it’s the event for women or men, the Handball World Championships offer companies one of the most versatile activation platforms in international sport.
With over 1 million spectators expected to attend the 2027 Men's World Cup in Germany - including around 300,000 international guests - it is the perfect stage for emotional live brand experiences.
As event partners, companies can benefit from extensive branding options such as LED boards, floor branding, ticket branding and digital presences.
Digital assets and activation opportunities leave a lasting impression on target groups, whether it's a promotional stand in the hall, interactive competitions or 'money can't buy' experiences.
Sector exclusivity: only one partner per industry – a significant strategic advantage in competition with other companies.
Sustainable Growth and International Appeal
The IHF Handball World Championships play a key role in developing the sport both nationally and internationally. These events combine local passion with a global reach, offering companies the chance to become part of a growing ecosystem. These partnerships are designed for long-term continuity and sustainable growth, enabling companies to invest not only in a single tournament, but also in the future of an entire sport.
The Women's World Championship is particularly worthwhile, given that the women's sports market is currently growing faster than any other area of the sports industry. According to a Study of The Sports Consultancy, the market volume is expected to triple by 2030. Investment in advertising for women's sports has recently increased by 139 per cent and often achieves engagement rates that significantly exceed those of traditional TV campaigns.
What are the benefits of becoming a partner in handball?
Maximum Reach and Visibility
Access to Attractive Target Groups
Value-Oriented Environment
A Wide Range of Activation Options
Social Impact
Conclusion
Global reach, social relevance and economic potential – the IHF Handball World Championships offer a unique combination for companies. Brands that get involved now will benefit from an environment that is growing dynamically, is authentic and approachable, and is oriented towards the future.
