Sport Radar

Everyone’s a winner in Sportradar partnership

In June 2017, EHF Marketing GmbH announced a new long-term partnership with Sportradar, the global leader in sports data and digital content, opening up a whole new world of data-driven handball coverage.

How high did Nikola Karabatic jump when he scored that in-flight goal? How many metres did Cristina Neagu run during the first half?

Nowadays, handball fans can only guess the answer to such questions.

In the near future, however, they will get this information in real time on their mobile devices – whether they are watching the game from the stands or at home on ehfTV.

The new deal forms part of the ambitious vision of EHF Marketing for years to come: gather as much statistical data on handball matches as possible to all stakeholders – fans, clubs, federations and commercial partners.

A first and decisive step

While there is still a long way to go, the EHF took a first and decisive step in 2017 by signing an agreement with Sportradar, now the official streaming and data partner of the EHF club competitions.

As the global leader in sports data and digital content, Sportradar provides a range of data, streaming, marketing and digital services for the federation’s European Cup competitions.

As Sportradar also owns the company behind, the streaming and video platform is now available to the federation at no charge, enabling the EHF Marketing to “generate revenue from it for the first time,” says Henry Blunck, Head of Business Development at EHF Marketing.

Sportradar provides the federation with the customisable platform where EHF Marketing as the rights holder can maintain its own brand and corporate identity.

While Sportradar takes care of the technical provision and maintenance of the platform as well as the monetisation of the traffic, the EHF Marketing can keep focusing on providing and managing the content.

All revenues that are generated are shared, which minimise the risk and outlay for the federations.

Collection of live data and statistics

The Sportradar agreement also includes the collection of live data and comprehensive statistics for all of the over 650 European Cup matches per season across all of the EHF’s top club competitions, including the men’s and women’s EHF Champions League, EHF Cup and Challenge Cup.

All clubs in the various European Cup competitions have to assign a dedicated scout, who receives comprehensive training on how to collect the data during the matches and transmit them to Sportradar.

“It is a huge project we started from scratch. We had to set it up in a short time, two months before the start of the 2017/18 season,” Blunck says. “We are satisfied with our partnership with Sportradar, and are working on further optimisation of the cooperation with the clubs.”

The EHF and EHF Marketing media teams will work closely with Sportradar on the creation and further development of digital content both for and social media channels, and on realising the full potential of the data.

“Our goal is to make match performance data comparable across all EHF competitions. To make it possible we need to collect data from every single match across all levels with high quality. It is an ambitious project but together with the clubs and Sportsradar we can achieve it,”. Blunck says.

A benefit to all of EHF’s stakeholders

Accurate and real-time data are a benefit to all of EHF’s stakeholders.

While it might be just nice-to-have information for many handball fans, this data is a crucial element in the further development of the game.

Clubs will be able to analyse their own matches – and those of their upcoming opponents – more profoundly than ever before.

TV stations and other media outlets get valuable input to even better bring across all facets of handball. And that could ultimately lead to more young people getting attracted to the sport.

“We will be able to make access to the sport easier,” Blunck says. “All those data can help explain handball better to a new audience.”