Infront delivers record online engagement for 2020 EHF Euro
An increased focus on digital engagements helped attract a younger fanbase for handball’s men’s Euro 2020 tournament, Infront, the international sports marketing agency, announced today.
Infront, which is the European Handball Federation’s exclusive media and marketing partner, said online engagement increased by 90 per cent from previous tournaments, with EHF’s social channels recording over 23 million video views, up 142 per cent on 2018.
The EHF's social media followers grew by over 73,000 during the 9 to 26 January tournament in Austria, Sweden and Norway,
The official EHF Euro 2020 website also reached over 30 per cent more fans aged 18 to 24 than in 2018.
Infront said the increase in digital engagement was driven by coordinating its digital strategy with five of its technology partners to deliver engaging stories, video highlights and infographics.
Technology from automatic video creators WSC and DEPP created customised content, while artificial intelligence company Minute.ly identified the most engaging moment of every clip. Video platform Videocities measured the full impact of content produced through its analytics and media technology company Antourage delivered live and interactive behind-the-scenes content.
Martin Hausleitner, EHF secretary general, said: “The digital media cooperation with our long-term EHF Euro partner Infront, which started two years ago, is reaping its rewards. Never before did we produce more digital content, never before did we engage more fans. Video views on EHF channels stand at 23.5 million; 73,000 followers were added. That’s a great base, as digital will play an even bigger role in the coming decades.”
Julien Ternisien, Infront senior vice-president for summer sports, said: “The digital analysis of the 2020 edition proves that our strategy for the EHF Euros to continuously improve the digital offering for fans, sponsors and brands is the right approach to take. Infront and EHF understand that the media landscape has transformed the way we produce and distribute content has changed - and we are fully equipped to go with evolving trends and even set new benchmarks.”
Infront said the improved digital approach had also reached sponsors of Euro 2020, adding new possibilities for sponsorship activation in the future.
Grundfos, the pump manufacturer and official sponsor of Euro 2020, presented the tournament’s player of the match award, naming the best player after each match.
It also distributed highlight videos on its own social channel, which with EHF’s social networks, reached 4.4 million timelines and reached 240,000 interactions.
Gitte Kirkeby Soe, Grundfos senior director of branding, said: "The digital sponsorship activation raised awareness for Grundfos brand and UN’s Sustainable Development Goals six and 13 aimed at ensuring clean water and sanitation and climate action - a topic we are keen to raise awareness of. Thanks to a good collaboration with Infront’s team we could once more successfully present ourselves onsite and through the respective digital channels."