From Sweden with

The second half of 2016 saw the EHF concentrate its efforts on and off court in Sweden as the Women’s EHF EURO 2016 took place in the Scandinavian country, and a new deal with Salming Sports AB as the official outfitter of the EHF and EHF Marketing GmbH was announced.

The Swedish company is one of the fastest growing brands in handball and is also known for its high-quality products in running, floorball and squash.

The four-year agreement, which runs through to end of the 2019/20 season, includes the supply of apparel and shoes to top referees as well as merchandising rights in the federation’s top competitions including the EHF Champions League and EHF EURO.

Right at the start of the 2016/7 season, referees and officials were kitted out for their official EHF duties and in December, the numerous EHF staff and volunteers involved in the Women’s EHF EURO looked resplendent in their new Salming gear – at home in Sweden.

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The partnership agreements with both the EHF and EHF Marketing GmbH include strong brand positioning and TV exposure for Salming through advertising on LED boards at the EHF EURO events and across EHF Champions League and EHF Cup matches.

Further brand activation guaranteed across competition-related online properties including, and in addition to extensive corporate hospitality for Salming Europe-wide.

Salming is now working on an official merchandising range for the EHF Champions League including a branded line of clothing and also special products for the VELUX EHF FINAL4 and WOMEN’S EHF FINAL4. These products will also be available to purchase online for the first time once launched.

The company’s products are worn by many of the sport’s top stars including legendary Swedish goalkeeper, Mattias Andersson, who plays his handball in the VELUX EHF Champions League for SG Flensburg-Handewitt.

The Swedish brand’s parallel deal with the European Handball Federation, sees the federation’s top referees kitted out in Salming apparel through to 2019/20 across all of the federation’s competitions including the EHF Champions League, EHF Cup and EHF EURO events.

Commenting on the new agreement ahead of the launch, David Szlezak, EHF Marketing’s Managing Director, said: “The choice of Salming as a partner is a strategic one. Salming is a young and dynamic handball brand, with fresh ideas, great products and a new approach to the market. We are excited about this cooperation and where this is going to lead over the next four years. Offering an EHF Champions League branded merchandising line is another step into the future of our premium competitions.”

Tomas Solin, CEO, Salming Sports AB, said: “We are honoured, proud and very enthusiastic to start this exciting cooperation with the EHF Champions League and EHF EURO. From day one Salming has been committed to the future of handball by investing in youth tournaments and partnerships.

“Another initiative with regards to giving back to the handball community is Salming Academy, a web based video academy that sees Salming’s top athletes and handball legends (Magnus Wislander and Mattias Andersson) sharing their tips and tricks for the individual handball player.

“It has currently attracted over 2,000,000 views. The EHF’s youth championships and the on-going work by the EHF in terms of attracting the next generation to the sport of handball, fits well with Salming’s ambitions and goals.”

Looking back on the first few months of the deal with the EHF and EHF Marketing GmbH, Gunnar Oesterreich Marketing & Communications Manager for Salming, said:

The partnership with the EHF has started in a great way.”

“It always takes some time to get to know one another, but Salming has been received very well and we are already talking about a lot of activities that will come up the next six months. The EHF EURO 2016 in Salming’s home town of Gothenburg was a great experience and we learned a lot about how we can develop our presence at upcoming EHF events.

“Everybody in the Salming organisation is very much looking forward to the VELUX EHF FINAL4 where we will present our merchandise range that will be available to buy on-site and online in cooperation with EHF Marketing.”

Salming Sports AB is a Swedish sporting goods company designing, developing and marketing high quality products for running, handball, floorball and squash markets under its Salming brand. The company has its head-office in Sisjön, Gothenburg on the west coast of Sweden.

In addition to producing first in class products Salming is committed to helping athletes improve and had developed and patented one of the most advance running analysis centres in the world. Salming RunLab’s currently located in Gothenburg and Stockholm.

For further information on Salming, please visit their website at:

Cool runnings | EHF EURO 2016