EHF brings IQONIQ on board as first fan engagement partner
EHF Marketing, the in-house marketing arm of the European Handball Federation, has agreed a new partnership with IQONIQ, the new fan engagement platform.
Under a four-year deal, which begins at the start of the 2020-21 season, IQONIQ will become an official partner for fan engagement and loyalty in the men’s EHF Champions League and inaugural EHF European League.
The EHF, which claims to have a following of 115 million fans including 1.2 million on social media for its competitions, said the partnership “symbolises its continued commitment to drive fan engagement.”
The tie-up with IQONIQ will run alongside the EHF’s 10-year exclusive media and marketing partnership with Infront, the sports marketing agency, and DAZN, the international OTT subscription broadcaster, which is worth around €600 million ($703 million) in rights fees and services and officially came into effect last month.
David Szlezak, EHF Marketing managing director, said: “Just a few weeks out of the start of the 2020-21 European handball season, this is a milestone for the EHF Champions League and the brand-new EHF European League, as we are adding for the first time in the competitions’ history an official fan engagement partner.”
“As we will be reaching new target groups through IQONIQ, we are sure to add further to our growth. On top, EHF Marketing, Infront, DAZN and IQONIQ, will work on the eventisation of European club handball and dive deep into gamification opportunities.”
Kazim Atilla, chief executive of IQONIQ, added: "IQONIQ is seeking to revolutionise the world of fan experience, so it is vital for us that we work alongside partners that are equally committed to providing their fans with the best possible experiences.”
The deal with the EHF is IQONIQ’s sixth partnership agreement over the past six months, following on from deals with French soccer clubs Monaco and Marseille, North Carolina FC of USA’s National Women’s Soccer League, Euroleague Basketball, the organiser of the elite European clubs competition, and the Drone Champions League, the drone racing series.
The platform is due to be launched in September and the company last week secured €100 million in funding from Lux Media Investments, the Luxembourg-based private investment company, to support its global growth plans.
Earlier this month, the EHF named Sportradar, the international sports data and digital content company, as its official data partner in a 10-year deal.