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Hummel inks wide-ranging European handball supplier deal

(Photo by Guenther Iby/SEPA.Media /Getty Images)

The European Handball Federation (EHF) and EHF Marketing, the marketing arm of the EHF, has signed a new supplier deal with Danish sport brand Hummel.

Hummel has signed two four-year contracts to become the official sports supplier of the EHF and EHF Marketing.

One deal encompasses men’s and women’s EHF Euro competitions – up to and including the Women’s EHF Euro 2024 – while the second covers the four top club competitions: the EHF Champions League Men, the Women’s EHF Champions League and both EHF European League competitions.

Michael Wiederer, president of the EHF, said the deal coincides with a “new era” in handball – referring to the 10-year media and marketing rights partnership with agency Infront and digital sports broadcaster DAZN, covering the period from 2020 to 2030.

Read this: European handball set for new era as three-way joint venture readies to “run federation like a business

Wiederer said: “Like ourselves, Hummel are committed to raising the profile of handball and elevating it to a new level…at one of the most important moments in handball history.”

Allan Vad Nielsen, chief executive of Hummel, said the partnership underlined the “strategic importance” of Hummel’s indoor category and reinforced the brand’s position as a market leader in handball.

Hummel will be the exclusive merchandising partner for clothing at the Euros, Champions League and European League competitions and will supply sports clothing and shoes for the federation’s staff and officials, including referees, across all competitions.

One of the first projects will be the creation of a dedicated online shop for launch this autumn allowing fans to buy official merchandise.