EHF unveils new digital strategy to kick-off Infront-DAZN era
The European Handball Federation and EHF Marketing, the continental governing body's in-house marketing arm, today unveiled details of a new digital strategy to mark the official start of its 10-year exclusive media and marketing partnership with Infront, the sports marketing agency, and DAZN, the international OTT subscription broadcaster.
The commercial contract for 2020 to 2030, worth around €600 million, was signed in May 2018.
The EHF said the new digital ecosystem to amplify the reach and awareness of handball will launch tomorrow across all platforms including TV, OTT, digital and social media.
A new online content platform, 'Home of Handball', will provide a one-stop shop for the best handball content from across the continent, which will be complemented on social media with dedicated 'Home of Handball' channels.
The EHF’s official streaming platform, EHFTV, is being revamped with a state-of-the-art video player and new features enabling fans to watch games, classic matches and highlights from all competitions live and on demand.
Infront and DAZN's newly assembled digital production experts based in Madrid will create digitally-optimised, high-quality content for all EHF platforms, while work has already started on a first digital campaign to promote the start of the 2020-21 EHF Champions League. A player and influencer programme will also form part of the new strategy for the EHF Euro, the national teams competition.
Martin Hausleitner, secretary general of the Vienna-headquartered EHF, said: "We are entering the partnership with Infront and DAZN with the clear aim to elevate the sport of handball to new heights. A central pillar to this is finding new ways to further improve our digital presence. We are entering a new era for the sport and our 360 degree strategy will ensure that all partners can value and truly connect with fans old and new."
Antonio Dominguez, senior director summer sports and head of handball at Infront, added: "The new digital strategy will deliver the best handball content to fans on the channels they use. It will broaden the reach of the sport outside of competition time, engaging audiences beyond the match and create a valuable proposition for EHF, EHF Marketing and its partners."
James Chubb, vice-president of global rights partnerships, DAZN, said: “DAZN and Infront have combined forces with EHF and EHFM to build a new way of thinking in the production and marketing of handball across owned, earned and paid media. Today, sports fans want to interact with content across all platforms and our ambitious digital-first strategy will tap into that desire for constant entertainment.”