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Research by SportBusiness Sponsorship into title sponsorship deals across Europe is displayed in the interactive report below.

PROJECT DETAILS Sponsorship title: Gorenje: Official Sponsor of the Men’s EHF Euro 2018/2020 and Official Regional Premium Sponsor of the Velux EHF Champions League

Sporting goods manufacturer Hungaria is using sport sponsorships as part of a relaunch strategy to increase brand awareness and merchandising opportunities.

German supermarket chain Lidl is transforming its image as a hard discount retailer in its key European markets and using sponsorship of national sport properties to help drive home the message in France and Italy.

Japanese printing and business solutions brand Brother is paying a six-figure sum per year for sponsorship rights to the German national handball team and professional club-based handball events, excluding matches in the domestic league, the German Handball Bundesliga (HBL).

Loterías y Apuestas del Estado, a state-run Spanish lottery operator, has agreed a one-season sponsorship deal with Liga Asobal, the top division of Spanish club handball.

Lubricants manufacturer Liqui Moly has been unveiled as the new title sponsor of Germany’s Handball Bundesliga. The three-season deal will cover the 2019-20 to 2021-22 campaigns.

French energy company Butagaz has been unveiled as the new title sponsor of the domestic Women’s Handball League.

German Handball Bundesliga club SG Flensburg-Handewitt has renewed its partnership with furniture and bedding retailer Dänisches Bettenlager. The new deal will run until the end of the 2019-20 season.


German insurance company ERGO is looking to intensify its efforts around national sports association sponsorships, Andrea Hoelken, head of strategic marketing at ERGO, told Sports Sponsorship Insider.

Danish sports goods manufacturer Hummel is shifting its focus back to football to increase brand awareness in the key markets.

The European Handball Federation is aiming for an upper target of around €3.2m ($4.35m) from sponsorship sales of the men’s and women’s European Handball Championships, the EHF Euros, in 2014.