Expectation and Impact: The Women’s World Championships in Handball and Basketball
Published on
by Frederik Festner
What the upcoming home tournaments in women’s sports can achieve
Women’s sports are growing worldwide. German basketball and handball also want to benefit from this and have set ambitious goals for the coming years. A decisive role is played by the upcoming home tournaments – both the Women’s Handball World Championship 2025 and the Women’s Basketball World Cup 2026 will take place in Germany. How can these two major events help the sports achieve sustainable growth, and what other success factors are needed?
In this Insight:
This was also discussed by DBB President Ingo Weiss, DHB Chairman Mark Schober, women’s national handball team manager Anja Althaus, 3x3 basketball Olympic champion Svenja Brunckhorst, and Christian Kothe, Executive Vice President at SPORTFIVE, earlier this year at the SPOBIS Conference 2025, using the Women’s EURO Basket 2025 and the Women’s EuroBasket 2025 as examples, which were also precursors to the FIBA Women’s Basketball World Cup to be held in Germany.
Basketball Boom Through Golden Generation
“Three things are needed for a successful event: I want full arenas, achieve the maximum possible sporting success, and push my sport – through more members and also economically,” summarizes Ingo Weiss, President of the German Basketball Federation, his recipe for a successful Women’s EURO Basket 2025 at the time.
The preliminary round of the Women’s EURO Basket 2025, which was held among other places in Hamburg’s Inselpark Arena, offered a first taste of what German basketball fans can look forward to at the home tournament, the Women’s Basketball World Cup 2026, next year: a fantastic atmosphere in sold-out arenas. Within two weeks, the 3,400 tickets were sold out; even without much advertising, there were more fans than seats. Svenja Brunckhorst, 3x3 Olympic champion and now manager at Alba Berlin, emphasizes: “Visibility is important so that young girls have tangible role models.” With Satou Sabally, her sister Nyara Sabally, and Leonie Fiebich – both 2024 champions in the WNBA with New York Liberty – the German women’s national team has more stars than ever before.
“The EURO Basket 2025 is a great opportunity for young girls to experience the visible talents and role models of the Golden Generation up close and tangible in Germany,” said Svenja Brunckhorst ahead of the tournament.
And she was right: With a strong fifth place at the EURO Basket 2025, the DBB women added another chapter to the success story of German women’s basketball this summer. This was topped by the recent triumph of the German men’s basketball team, which sensationally won the title at the European Championship 2025 after winning the World Championship in 2023.
Successes at major events, targeted youth development, and closeness to fans and players are the best prerequisites for attracting new target groups and inspiring children and young people to take up the sport. “The success of our men in recent years has laid the foundation. Membership numbers are rising – 60,000 have joined in four years. Basketball is booming, thanks to major events. We were able to gain more partners. The gold medal of the 3x3 women’s basketball team at the Olympic Games has additionally boosted women’s basketball. We want to carry this momentum forward and now invest more with the clubs and the women’s Bundesliga,” explains Ingo Weiss.
From Expectations to Impact
Similar progress to that in German basketball is also hoped for by Mark Schober, Chairman of the DHB, for the upcoming Women’s Handball World Championship: “Of course, we want to be successful in sports; we want to inspire new fans and children, attract girls to our sport, and generate attention.”
Germany is currently in the midst of the “Decade of Handball.” From 2023 to 2029, major handball events will take place almost continuously in this country – great opportunities to celebrate handball, build stars, and firmly anchor the sport in society. The Women’s Handball World Championship is an investment topic for Mark Schober to achieve these goals and make women’s handball lucrative.
With Anja Althaus, the DHB has gained a strong personality for this. Since November 2024, the former national handball player has been working as manager for the DHB women, engaging in numerous campaigns and focusing particularly on youth development. “We want to ignite enthusiasm and excitement for women’s handball through the tournament. I want to attract young girls to the sport. Sporting success will always help, but we also need investments in infrastructure and framework conditions,” emphasizes Althaus.
As everywhere in women’s sports, the DHB women are fighting for more recognition and visibility. To inspire sponsors, fans, and media, the unique character of women’s sports can be beneficial. “I come from women’s handball and know men’s handball. It’s the same sport, but women have completely different facets that can be highlighted, and I believe not everyone has grasped that yet. It can be marketed in a completely different way,” says Althaus.
It is striking that interest in women’s and men’s sports in handball and basketball is distributed much more evenly than in football: While in football 69% of those interested are men and 41% women (difference: 28 percentage points), the difference in handball is only 10 percentage points (41% men, 31% women) and in basketball 19 percentage points (46% men, 27% women). This means: Handball and basketball offer particularly great potential to reach female and male fans equally (Source: SPORTFIVE, 2024).
Since the proportion of men’s and women’s sports enthusiasts in handball and basketball is significantly higher than in football, the chances are fundamentally greater to convert these interested parties into consumers and recipients of the sport. Authentic storytelling, strong role models, and growing social recognition make the sport an increasingly attractive sponsorship platform. Audience numbers are rising, media presence is increasing (although there is still a lack of sufficiently broad media offerings to fully exploit this potential), and with formats like the Fan Village in Dortmund, the 2025 World Championship will also be an atmospheric experience. The players themselves embody a new generation that shows attitude and inspires young girls to pick up the ball themselves.
SPORTFIVE has been a long-standing marketing partner of the DHB and DBB. Christian Kothe, member of the management board at SPORTFIVE, focuses on the economic perspective after the major events: “We need partners who invest sustainably in these sports. When the party train leaves again, it will be exciting – and what platforms will we have then?”
The sports receive a stage in the spotlight through the highlight events. But to remain attractive to sponsors and investors in the long term, German women’s handball and basketball must continue to develop and professionalize. Kothe adds: “We take all of this – sporting success, the shining eyes of the people – and try to turn it into a sustainable strategy together with the partners.”
The goal is to focus on sustainability in handball and basketball in the long term – with the aim of also being economically successful. “I believe we should help each other. Women’s sports are booming – we can make everything more attractive,” says Anja Althaus.
Anticipation for the Women’s Handball World Championship 2025 in Germany and the Netherlands is growing. From November 26, the best teams in the world will compete under the motto “Hands up for more” in five cities: Rotterdam, ’s-Hertogenbosch, Dortmund, Stuttgart, and Trier. “Hands up for more” means much more than just winning the title. The accompanying campaign stands for respect, visibility, and equality and aims to contribute to the sustainable development of women’s handball. The players want to use the attention surrounding the tournament to promote their sport and secure a place in the spotlight in the long term. The stage is set, and it should not remain a one-hit wonder.
Sponsorship is the financial support for a sporting event, organisation or athlete by an outside body, for the mutual benefit of both parties. At the professional level this tends to be by companies, to raise the profile of their brand by associating it with the athlete.
The company aims to generate brand awareness and customer recognition, whilst the event, organisation or athlete receives a boost in funding.
A popular example is a brand logo printed on a team shirt. Visibility is guaranteed, even more so in the modern world with social media and online highlights.
In the land of media and marketing rights today, there is no cookie-cut solution for brands, and a simple logo placement will not provide the sufficient return on investment (ROI) for sponsorship, nor does it give their target audience the “why?” - the reason to spend their money and engage with the product.
Companies investing in sports sponsorship need to look at the bigger picture to engage with fans and not rely on just one piece of inventory.
A brand partnership is a mutually beneficial agreement between two or more businesses. All parties agree to help one another by promoting and sponsoring each other or creating content together.
Brand partnerships aim to increase brand recognition and ultimately boost sales and customer loyalty.
In sports, co-branding exists, where two or more companies jointly promote their brands, services, and products through cross-marketing efforts.
This can include anything from social media posts, advertisements, and commercials to events and appearances by high-profile athletes and celebrities.
Sports event marketing involves a strategic process aimed at promoting and maximising the success of a sporting event. The first step is thorough planning, where organisers define objectives, target audiences, and budget constraints. Understanding the unique selling points of the event, such as star athletes, special promotions, or unique experiences, is crucial for effective promotion.
Once the plan is in place, organisers employ various promotional channels, including digital and social media, traditional advertising, and partnerships. Creating engaging content, such as teasers, behind-the-scenes footage, and interactive campaigns, helps build anticipation and generate buzz.
Ticket sales and registration mechanisms are carefully integrated into the marketing strategy. Offering early-bird discounts, exclusive packages, or limited-time promotions encourages early engagement.
On the event day, creating a captivating atmosphere and leveraging social media for real-time updates enhances the overall experience. Post-event marketing involves sharing highlights, testimonials, and future event announcements, maintaining the event's momentum and fostering long-term engagement.
Throughout this process, measuring key performance indicators, gathering attendee feedback, and adapting strategies based on data analysis contribute to continuous improvement and the success of future sports events. Effective sports event marketing requires a dynamic approach that integrates creativity, technology, and audience engagement to deliver memorable experiences and ensure the event's enduring success.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
Sponsorship is a distinct and widely used form of marketing. It is a strategic business alliance where a brand provides financial or in-kind support to an event, team, athlete, or organisation in exchange for promotional benefits.
This collaboration aims to enhance brand visibility, build positive associations, and engage target audiences. Sponsorship is an integral part of a company's marketing strategy, contributing to the overall promotional mix alongside advertising, public relations, and personal selling.
It allows brands to connect with consumers in a meaningful way, leveraging the popularity and appeal of the sponsored entity to achieve specific marketing objectives. Whether in sports, entertainment, or other industries, sponsorship is a powerful tool for creating brand recognition, fostering customer loyalty, and aligning with the values and interests of the target market.
Sponsorship activation refers to the strategic efforts and initiatives undertaken by a sponsor to maximise the impact of their sponsorship investment. It involves bringing the sponsorship to life through various marketing and promotional activities to achieve specific business objectives.
Activation goes beyond placing a logo; it aims to engage the target audience, enhance brand visibility, and create a meaningful connection.
Activation strategies may include experiential marketing events, social media campaigns, contests, exclusive content, and collaborations with the sponsored entity. The goal is to leverage the association with the sponsored property in a way that resonates with the audience, builds brand loyalty, and delivers a positive and memorable brand experience.
Effective sponsorship activation enhances the overall value of the sponsorship, creating a win-win scenario for both the sponsor and the sponsored entity.
Choosing the right target audience in sports marketing is crucial for creating effective and resonant campaigns. Here are tips and strategies to identify and engage the appropriate audience:
Define Marketing Objectives: Clearly outline your marketing goals. Whether it's brand awareness, fan engagement, or product sales, understanding your objectives guides audience selection.
Understand Your Brand: Identify the core values and identity of your brand. Understanding your brand's personality helps in aligning with an audience that shares similar values.
Analyse Demographics: Gather demographic data such as age, gender, location, income, and education. This information helps create a profile of your ideal audience.
Study ‘Psychographics’: Go beyond demographics to understand the psychographics of your audience - values, interests, lifestyles, and attitudes. This provides deeper insights into consumer behaviour.
Consider Fan Affiliation: If you are associated with a sports team or event, consider the existing fan base. Targeting fans of the specific sport or team ensures a built-in audience.
Utilise Market Segmentation: Segment your target market based on shared characteristics or behaviours. This allows for more personalised and targeted marketing efforts.
Evaluate Media Consumption Habits: Understand where your target audience consumes sports content. Whether it's through TV, social media, or live events, tailor your strategy to their preferred channels.
Leverage Analytics and Data: Utilise data analytics to track consumer behaviour, engagement metrics, and market trends. This data-driven approach helps refine your targeting over time.
Engage in Market Research: Conduct surveys, interviews, or focus groups to gather direct feedback from your audience. This qualitative data can provide valuable insights.
Monitor Competitor Strategies: Analyse the sports marketing strategies of competitors targeting a similar audience. Identify gaps or opportunities to differentiate your approach.
Embrace Personalization: Tailor your messaging and campaigns to resonate with specific segments within your target audience. Personalization enhances engagement and connection.
Stay Flexible and Adaptive: Consumer behaviours evolve, and trends change. Stay flexible and adaptive, adjusting your strategies based on shifts in the market.
Utilise Social Listening: Monitor social media conversations to understand what your target audience is discussing, sharing, and engaging with. Social listening provides real-time insights.
Create Buyer Personas: Develop detailed buyer personas representing your ideal customers. This helps humanise your target audience and guides content creation.
Engage in Continuous Feedback: Encourage feedback from your audience through surveys, comments, or reviews. Continuous feedback helps refine your understanding of their preferences.
By combining these strategies, sports marketers can identify, understand, and engage their target audience more effectively, leading to successful campaigns and a stronger connection with consumers.
Measuring the return on investment (ROI) in sports sponsorship involves evaluating the financial gains relative to the costs incurred.
Define Objectives: Clearly articulate the goals and objectives of the sports sponsorship. Whether it's brand awareness, lead generation, or sales, having clear objectives will guide your measurement efforts.
Establish Key Performance Indicators (KPIs): Identify the specific metrics that align with your objectives. These may include brand exposure, social media engagement, website traffic, lead generation, and sales.
Quantify Sponsorship Costs: Calculate the total costs associated with the sponsorship, including sponsorship fees, activation costs, marketing materials, and any other related expenses.
Measure Brand Exposure: Evaluate the visibility of your brand during sponsored events. Track logo placements, mentions, and any promotional materials to quantify brand exposure.
Social Media Analytics: Monitor social media metrics related to the sponsorship, such as likes, shares, comments, and follower growth. Assess the impact of sponsored content on social media platforms.
Website Analytics: Analyse website traffic during and after the sponsorship period. Look for increases in visits, page views, and user engagement attributed to the sponsorship.
Lead Generation and Conversion Rates: Track leads generated through the sponsorship and assess the conversion rates. Connect leads to specific sponsorship activities to understand their origin.
Sales Attribution: Attribute sales to the sports sponsorship by tracking customer purchases during or after the sponsorship period. Use unique identifiers like promo codes or dedicated landing pages.
Customer Lifetime Value (CLV): Assess the impact of the sponsorship on customer retention and CLV. Determine if the sponsorship contributes to long-term customer loyalty.
Calculate ROI: Use the formula ROI = (Net Profit ÷ Total Cost) x 100. Net Profit includes revenue generated directly from the sponsorship, such as increased sales or customer value.
Consider Intangible Benefits: While ROI is often associated with financial metrics, consider intangible benefits such as improved brand perception, strengthened partnerships, and long-term relationship building.
Benchmark and Compare: Compare the calculated ROI against industry benchmarks or previous sponsorship initiatives to provide context and evaluate the success of the current sponsorship.
By systematically assessing these factors, businesses can gain a comprehensive understanding of the ROI of their sports sponsorship and make informed decisions for future sponsorships and marketing strategies.
