EHF and Sportradar agree decade-long data partnership

Credit: Bertrand Delhomme/Imago/PA Images

Sportradar has added to its growing list of sports clients by agreeing a 10-year data partnership with the European Handball Federation (EHF) and EHF Marketing GmbH (EHFM).

As a result of the deal, which will run until 2030, Sportradar will become an official data partner of the EHF and EHFM while also collecting and distributing official data to multiple media and betting outlets.

Martin Hausleitner, Secretary General of the European Handball Federation, stated: “As European handball enters a new era, the agreement with Sportradar is another important piece of the puzzle to elevate our sport to new and unprecedented heights. 

“We are making a significant step forward, not only in terms of the number of matches we are offering live scouting for, but also when it comes to the depth of data available for our fans and partners.”  

The partnership has been separated into two different data collection contracts with the EHF deal including the men’s and the women’s EHF EUROs and its qualifiers, the EHF’s younger age category events, European matches of the World Championship Qualification and the Beach Handball EUROs.

Whereas, EHFM’s contract includes all matches in the EHF Champions League for both men and women, the EHF European League and the EHF European Cup

In total both agreements include the collection of live data and comprehensive statistics for more than 1,500 national team and beach handball matches, and more than 750 European Cup matches per season.

David Szlezak, Managing Director of EHF Marketing, added: “It is absolutely vital to offer high quality and accurate data from the EHF’s club competitions. With this new cooperation, we are adding to the top-level scouting we have already achieved with Sportradar. 

“For example, right from the first rounds, data collected in the new EHF European League will be on EHF Champions League standards. We are looking forward to working with Sportradar over the next decade to realise the full potential of this data.”

Additionally, Sportradar will utilise its AI and machine learning systems to develop new solutions for analysing data and creating new insights to improve the sports’ fan engagement opportunities. 

David Lampitt, Managing Director, Sports Partnerships at Sportradar, said: “We have a longstanding relationship with EHF and EHFM and we are delighted to have further extended our partnership to secure a long-term data and distribution rights agreement. We will be working alongside them to continue to grow the sport via our extensive network of media and betting partners.”

Sportrader’s latest deal underlines the firm’s willingness to embrace handball into its portfolio with the company already securing long-term partnerships with the HBL (German Handball Bundesliga), DHB (German Handball Association), spusu LIGEN (Handball League Austria) and HBF (German Handball League Women).