The European Handball Federation (EHF), with its partners Infront, DAZN, and Supponor, will be delivering virtual advertising at the Women’s EHF EURO 2022.

The tournament, taking place in Slovenia, North Macedonia and Montenegro, will have virtual advertising on the LED perimeter boards on the long-side of the court, in what has been described as a ‘milestone moment’ for the sports industry. 

It marks the first virtual advertising deployment in handball and also the first ever Supponor VRT adoption during a women’s event.

James Chubb, Head of Handball at Infront, said: “This is not the first time Infront and Supponor have partnered, this latest project follows our successful collaboration during the IIHF Ice Hockey World Championship in May this year. 

“When the opportunity arose for us to deploy virtual advertising at the Women’s EHF EURO 2022, not only was it logical to expand our partnership with Supponor but it also provided an opportunity to expand the commercial options available for sponsors and further enhance our approach to innovation within our partnership with EHF. 

“We are excited to be able to accommodate our partner Coolbet whilst also exploring more options to add value for EHF.”

The implementation of this technology has allowed Coolbet, an EHF EURO official partner, to target key handball audiences during a select number of matches in the main round and final round.

“Coolbet has always been driven by technology,” added Endre Nesset, CEO of Coolbet. “The virtual advertising solution offered by Infront and EHF maintains the quality we expect as a partner of the event, easily matching the detail of in-venue LED boards. 

“It was vital for us to ensure we could target our key handball audience during various national team matches and we’re proud to be part of this evolution in sports marketing.”

The companies have outlined that they plan to continue deploying virtual advertising technology for future EHF events, in a bid to open up more opportunities for a tailored approach for sponsors looking to target specific markets, with customised messaging.

 “Adding handball as a new vertical is an amazing opportunity, alongside the inaugural deployment of VRT at a major women’s sport event,” concluded Massimo Magrì, Managing Director of Europe at Supponor. 

“We are committed as a business to continuing providing our services to enhance women’s sports, handball, and indoor sports in general globally.”

Earlier this month, Batiste became a partner of the EHF’s Women’s EURO 2022. The dry shampoo brand will have its logo visible on the playing shirt sleeves of all 16 participating teams and also receive LED time during all 47 matches of the championship.

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