European handball’s flagship event, the Men’s EHF EURO 2024 in Germany, has named Deutsche Bahn as an official partner.
The German national railway company, making its entry into the sport, will receive title and logo rights as well as ‘extensive’ TV exposure, including presence on LED boards, floors stickers and media backdrops.
EHF Secretary General Martin Hausleitner stated: “We’re proud and happy to welcome such a prestigious partner as Deutsche Bahn on board the Men’s EHF EURO.
“Sustainability is a key part of the good governance aspect of our Master Plan for European handball and becomes more and more important for our stakeholders. Reducing the environmental impact of the EHF’s events is a very important step and one of our key ambitions.”
Furthermore, as the championship’s mobility partner, Deutsche Bahn will aim to significantly reduce the tournament’s carbon footprint.
Meanwhile, the tournament will be promoted across railway stations in Germany and in dedicated TV spots aired in the lead-up to the tournament.
The deal was brokered by Infront, the governing body’s exclusive media and marketing partner.
James Chubb, Head of Handball at Infront, added: “By offering reduced train tickets to venues, Deutsche Bahn is using a value-driven activation to enable fans to attend the tournament and experience the excitement of live handball at the highest level, something many sponsors are doing now.
“It forms part of an overall sustainability approach from all parties and also aims to ensure that teams and officials can travel between venues efficiently and with reduced climate impact, as they strive to make the tournament more environmentally friendly.”
The Men’s EHF EURO 2024 will be held in Germany from 10-28 January next year, with games taking place in Dusseldorf, Berlin, Mannheim, Munich, Hamburg and Cologne.
