Supponor, the UK technology company, has expanded its partnership with international sports marketing agency Infront to provide virtual advertising at handball’s ongoing Women’s EHF Euro 2022 national teams tournament.

Through the partnership, virtual advertising is being used on the LED perimeter boards on the long side of the court.

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

As part of the deal, international mobile sportsbook Coolbet, an official partner of the Women’s EHF Euro, has been given virtual advertising space during the tournament.

The plan is to continue to deploy virtual advertising technology for future EHF events, which Supponor said will “open up more opportunities for a tailored approach for sponsors looking to target specific markets, with customized messaging.”

The Women’s EHF Euro 2022, which is being held in Slovenia, North Macedonia, and Montenegro, began on November 4 and will conclude with the final on Sunday (November 20).  

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By GlobalData

The semi-finals will be played tomorrow, with Denmark facing Montenegro and France taking on Norway.

Martin Hausleitner, secretary general of the European Handball Federation, said: “Adopting virtual LED replacement technology for the first time during a women’s sports event and in handball is a landmark moment.

“Our partnership with Infront and its supplier Supponor demonstrates the increasing commercial value of women’s sports. We are looking forward to continuing such collaborations with market-leading partners in their respective fields to expand the commercial potential of our prestigious handball events.” 

The agreement with Supponor was brokered by both Infront and DAZN Group, the global sports media firm and parent company of the sports streaming service, as the European Handball Federation’s exclusive media and marketing partners. 

Infront previously teamed up with Supponor during the IIHF Ice Hockey World Championship in May this year.

James Chubb, head of handball at Infront, said: “When the opportunity arose for us to deploy virtual advertising at the 2022 Women’s EHF Euro, 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.”  

Massimo Magrì, Supponor managing director for Europe, added: “Adding handball as a new vertical is an amazing opportunity, alongside the inaugural deployment of VRT at a major women’s sports event. We are committed as a business to continuing providing our services to enhance women’s sports, handball, and indoor sports in general globally.”