First held in 2014, the competition enables the European Handball Federation -EHF- to bring national champions and other qualified clubs together at the end of the calendar. The men’s and women’s events have the same number of participants, follow an identical format and occupy equal space within the programme. The Champions Cup therefore serves as the final annual benchmark for European clubs following a season played through domestic competitions and international beach handball tournaments.

An island established as a regular host

Porto Santo first hosted the championship in 2022 and has retained it ever since. Its main beach, stretching for several kilometres along the Atlantic Ocean, allows courts to be installed in a setting directly associated with the sport. The island’s weather also makes it possible to stage an outdoor competition in October, when the beach handball season has already ended in much of Europe. The EHF has consequently found a host capable of accommodating clubs, officials and event staff over four days without requiring a permanent venue.

That continuity also forms part of a wider destination strategy. Since the Champions Cup arrived, the event has been supported through cooperation between the EHF, the Portuguese Handball Federation, the Porto Santo municipality and Madeira’s regional institutions. In July 2026, the island’s name began appearing on the kits worn by Portugal’s men’s and women’s beach handball national teams. The agreement extends the relationship beyond a single tournament: Porto Santo provides a recognisable home for competitions, while Portugal incorporates the destination into the international identity of its national teams.

Thirty-two clubs following the same route

Each competition will begin with four groups of four, with every team playing three matches. The top three sides in each group will advance to the main round and carry forward the results recorded against the other clubs that qualify. The second phase will consist of two groups of six. Teams finishing bottom of their preliminary-round groups will enter a consolation round to determine positions 13 to 16.

The top four teams in each main-round group will qualify for the quarter-finals. From that point, one defeat will end a club’s title challenge, although placement matches will determine every position down to 12th. The host country will have the largest representation, with five Portuguese clubs across the two competitions. Spain will have four: Ciudad de Málaga will compete in both categories and will be joined by C. BM. Getasur SF and Club Handbol Xàbia in the women’s tournament. The international field also includes teams from Denmark, Poland, the Netherlands, Germany, Sweden, Switzerland, Hungary, France and the United Kingdom.

Four days to crown the champions

The preliminary round will begin on Thursday 15 October, with the competition progressing to the quarter-finals on Saturday afternoon. The semi-finals and finals will be played on Sunday 18 October, when either successors to Nazaré and Ciudad de Málaga will be crowned or the two champions will retain their titles. In 2025, the Portuguese side won the men’s competition ahead of GRD Leça-SPAR, while the Spanish club defeated GRD Leça-Love Tiles in the women’s final. Several of those teams will return to the island, allowing the defending champions to face clubs already familiar with the venue and its conditions.

The EHF will broadcast every match on EHFTV, with both daily passes and a full-tournament option available. Supporters will also help decide the individual awards by voting for the most valuable player, best goalkeeper and best defender in both competitions. International coverage, equal-sized men’s and women’s tournaments and Porto Santo’s continued involvement make the Champions Cup a compact event property for the European federation and a promotional platform for the island. For four days, its beach will once again bring national champions together before the 2026 European club calendar comes to an end.

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The three organising committees worked under the Pure Promise programme, a common initiative focused on seven areas: water, food and beverages, transport, reuse and recycling, waste, fan engagement, and data collection and emissions reporting. The documents published by the host nations set out the main results in each country and form part of a broader line of work through which the EHF aims to integrate environmental, social and governance criteria into its competitions.

A strategy that began in 2023

The institutional starting point came in 2023, when the EHF presented the first draft of its sustainability strategy at the Ordinary Congress in Basel. The federation’s stated vision was to make handball “Europe’s most sustainable sport” by 2027, with three main objectives: moving towards climate neutrality, taking a European leadership role in fairness and sports governance, and fostering an equal, inclusive and skilled handball ecosystem.

The EHF secretary general, Martin Hausleitner, then defended the need to involve national federations and the wider European handball community. “Integrating our stakeholders’ perspectives into the final strategy is key for us and a core piece of the puzzle in order to be successful,” he said. “We understand the growing importance of sustainability for professional sports, not only on the ecological level, but also when it comes to the social and governance perspective,” he added.

Pure Promise, the testing ground for EHF EURO 2026

The Men’s EHF EURO 2026 brought that roadmap into a major event format through Pure Promise, which allowed common criteria to be applied across the three host nations. Water was one of the central elements of the concept and also shaped the tournament’s visual identity through Splash, the water-drop mascot used to communicate messages about water, climate and sustainability to a broad audience. Measures in this area included eliminating bottled water for volunteers, delegates, organisers and accredited media in Denmark through the distribution of 1,000 recycled steel bottles. In Sweden, refill stations were used for 730 individual stainless steel bottles, while Norway distributed 470 reusable bottles and promoted tap water through refill points in key areas of the arena and fan zone.

Transport was another area with a significant amount of data. In Denmark, 94% of the kilometres covered by organisers and delegates were driven in electric vehicles, with a 42% reduction in emissions, while 7,000 fans used free electric shuttle buses. Sweden also used electric vehicles and offered free train and bus transport to volunteers, media and delegates, while Norway added 198 extra electric bus departures during the championship.

For food and reuse, Denmark implemented shared guidelines to minimise waste and reduced food waste by up to 75% in catering areas, venues and hotels. Sweden offered vegetarian options, adjusted the number of buffets and repurposed leftover fruit into marmalade and jam, while Norway donated 717 kilograms of surplus food and beverages to Matsentralen. Material reuse also featured in the reports, with reduced purchases of new clothing in Denmark, reused furniture in Kristianstad and more than 90% of temporary constructions reused in Norway.

The challenge of bringing sustainability to federations

Data collection appears as one of the most relevant elements of the project. Denmark published a climate report detailing the sustainability areas analysed; Sweden measured the climate footprint of a handball championship for the first time using the “Event & Climate” tool, developed by the University of Gothenburg; and Norway conducted surveys among volunteers, fans and spectators, while also requesting information from key suppliers.

Based on that data, the EHF is working with DEKRA on a joint report covering the measures implemented during the Men’s EHF EURO 2026 and the tournament’s main learnings. The partnership with the testing, inspection and certification organisation forms part of the cooperation announced by the federation to calculate and compare the carbon footprint and environmental impact of its major club and national team events.

The EHF’s work is not limited to its major tournaments. A survey conducted between February and March 2025 among its member federations showed that 29 of the 52 federations responded to the questionnaire and that 92% of them consider sustainability important or very important. The study also found that 59% of the participating federations already have a sustainability strategy or are working on one. The same report identified relevant obstacles to the development of these policies, especially financial resources, internal capacity, knowledge and funding.

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The final between Denmark and Germany, played in Herning, was watched by 12.82 million viewers on ZDF, reaching a market share of 50.8 per cent. This marks the highest handball audience in Germany since the 2016 European Championship, when 12.98 million viewers followed Germany’s victory over Spain in Poland. In Denmark, TV2 reported that more than two million Danes tuned in for the closing stages of the final, with an average audience of 1.77 million and a market share close to 85 per cent. The semi-final against Iceland had already exceeded two million viewers at its peak.

In Croatia, the bronze medal match attracted 1.2 million viewers on RTL, with a 60 per cent share among the 18–59 target group. In Iceland, the semi-final against Denmark achieved an average audience share of 66.4 per cent on RÚV, the highest figure ever recorded for any sporting event in the country, surpassing the 62.4 per cent reached by Iceland vs Argentina at the 2018 FIFA World Cup. The Croatia–Iceland bronze match (63.1 per cent) and Iceland–Slovenia (62.5 per cent) also exceeded that previous benchmark.

More than 1 billion global audience in 2024

The EHF EURO 2024, hosted in Germany, had already marked a significant step forward. The main round reached a cumulative live audience of over 45 million in key markets, according to Nielsen data. Germany’s semi-final against Denmark drew nearly 9.7 million viewers, while the Germany–Hungary main round match attracted 8.4 million. In Denmark, the clash against Norway reached 1.47 million viewers on TV2, representing almost a 75 per cent market share.

The 2024 final was watched by 5.27 million viewers on TF1 in France, where the national team claimed the title, and nearly 1.7 million on TV2 in Denmark. The tournament surpassed 1 billion in cumulative global audience across all stages. In direct comparison, Germany’s 2026 final figure (12.82 million) exceeds the 2024 semi-final audience (9.7 million), underlining the upward trend in one of handball’s most important television markets.

Comparison with the 2022 edition

The EHF EURO 2022 had already produced solid ratings. In Sweden, the final against Spain peaked at 2.1 million viewers on TV6, ranking among the channel’s most-watched sporting events. In Spain, more than 1.7 million viewers followed the final on TVE, representing a 13.6 per cent market share. In Germany, national team matches averaged nearly five million viewers during the main round, with a peak of 5.1 million against Austria.

In Denmark, the main round victory over Croatia achieved a 72 per cent share, while in Hungary, 2.7 million viewers tuned in, equivalent to 31.5 per cent of the population. The tournament was broadcast in 114 countries worldwide, and EHFTV surpassed one million views, with over 400,000 unique users watching live matches and nine million minutes of video consumed.

The evolution

Looking at the progression by country, the growth is evident. In Germany, the figures moved from a 5.1 million peak in 2022 to 9.7 million in 2024 and 12.82 million in the 2026 final. In Denmark, market share increased from 72 per cent in 2022 to 75 per cent in 2024 and 85 per cent in 2026. In Croatia, share rose from above 50 per cent in 2022 to 60 per cent in 2026 for the bronze medal match. In Iceland, the 66.4 per cent recorded in 2026 represents a national all-time high for any televised sporting event.

From a structural perspective, live coverage of the EHF EURO 2026 was secured in more than 70 territories under a distribution model with a strong free-to-air presence, coordinated by Infront, the media and marketing partner of the European Handball Federation (EHF). EHF Secretary General Martin Hausleitner stated: “These figures are absolutely spectacular and underline the growing appeal of our sport. National team events such as the EHF EURO have an unmatched emotional impact and foster national unity.”

Jens Mennigmann, Co-Head of Media at Infront, added: “These audiences underline the enduring strength of handball on broadcast. Our focus was on building a distribution model that delivers both scale and relevance, and the results speak for themselves.” Across the 2022, 2024 and 2026 editions, television data shows a consistent upward trajectory in several of Europe’s key handball markets.

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The change does not imply immediate inclusion, but it does introduce a new variable into the European ecosystem. The EHF will keep up to four open places, in addition to those allocated to federations without a guaranteed spot, allowing it to explore new additions beyond the traditional map of European handball, in a context of product growth and a search for greater international reach.

More markets, with demanding standards

The Champions League will be played in six groups of four teams, maintaining the total number of matches while reducing one round in the spring to ease the players’ workload. “The Champions League with 24 teams remains the premium competition of European handball and will reach more markets than in the past,” explained Michael Wiederer, president of the EHF, when justifying a reform designed to balance quality, planning and sustainability.

The possibility of including clubs from outside Europe is one of the most novel elements of the new model. Wiederer stressed that this option “requires very careful consideration”, in coordination with the International Handball Federation, other continental confederations and the national federations involved. Any admission would also be limited by criteria of geographical proximity and by the requirement to compete “at the highest level”.

The EHF has also detailed that all places, including invitations, will be subject to mandatory minimum criteria. These include arena infrastructure, the country’s TV market, previous sporting results and the club’s ability to manage its product and digital environment. A framework that points to sporting standards, but also to visibility and commercial development factors.

A context that encourages looking beyond Europe

This scenario is not exclusive to handball. In basketball, the EuroLeague has already admitted Dubai Basketball, incorporating a new market into its competitive ecosystem. In football, while the UEFA Champions League maintains its continental framework, its recent reform has increased the number of teams and matches with the aim of boosting the tournament’s commercial value. In other indoor sports, such as futsal, Asian clubs have also recently been added to European competitions, reinforcing the idea that these models are not entirely new.

Outside handball, professional cycling offers another example of the region’s economic potential. The sponsorship of UAE Team Emirates in the UCI WorldTour has become one of the strongest structures in the international peloton, reflecting the financial capacity of the Middle East to sustain top-level projects in global competitions. Meanwhile, the long-standing participation of Israel in European competitions shows that geographical criteria have not always been absolute in continental sport.

The growth of Saudi Arabia

From a sporting perspective, handball in Asia has gained visibility and competitiveness in recent years, providing further context for the consideration of Middle Eastern teams in European tournaments. Over the past two decades, Saudi Arabia have finished on the podium of the AHF Asian Men’s Handball Championship on four occasions: 2002, 2008, 2012 and 2022. The bronze medal in the 2022 edition, held in Dammam, was particularly significant, as it secured qualification for the IHF Men’s World Championship in 2023. At that World Championship, Saudi Arabia were one of the Asian teams in attendance, adding international experience after several intermittent appearances since 1997, with finishes ranging from around 20th place to the mid-table of the global rankings.

At club level, Saudi teams such as Khaleej Club have taken the region’s handball onto the world stage. Under the guidance of Dimitris Dimitroulias, the club finished sixth at the IHF Men’s Super Globe in 2022 and 2023 and fifth in 2024, in addition to winning the Asian Club League Handball Championship in 2024 and finishing runners-up in 2025. “Asia has become one of the pillars of world handball, both financially and in terms of sporting development,” Dimitroulias said, highlighting improvements in leagues, budgets and competitive level across the region.

With this new regulatory framework, the EHF leaves the door open to exploring new territories in the future, always under strict sporting and organisational standards. Whether the inclusion of Middle Eastern clubs becomes a broader trend will be defined in the coming cycles, as European handball continues to assess the balance between tradition, expansion and economic sustainability.

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The results highlight significant differences between younger players and those in the senior category regarding public perception of women’s handball. The Younger Age Category (YAC) group identified numerous negative opinions from outside the sport, noting that the public may consider the game “boring” or “worse than the men’s version.” In contrast, senior players — primarily aged between 21 and 30 — described perceptions that align more closely with their own view of the sport: fast, dynamic, physical and played with a style distinct from the men’s game.

Public perception and confidence in the game

The survey suggests that part of this contrast stems from competitive exposure. Senior athletes have competed in major tournaments in front of large crowds, while younger players often take part in competitions with more limited followings. According to the findings, these experiences influence how confident players feel about the way their sport is viewed externally.

The report emphasises the relevance of this factor for talent retention. When young athletes feel their discipline is undervalued, their motivation and long-term commitment may be affected. The EHF considers it essential to reinforce positive messaging and improve the visibility of women’s handball at all levels to support players as they progress towards the elite categories.

Visibility: a unanimous demand

In terms of media presence, the response was almost unanimous: 99 per cent of senior players state that women’s handball needs greater visibility, a view shared by 97 per cent of younger athletes. The role of the media is considered “very important” by 47 per cent of senior respondents, although players identify other areas as even more crucial for the development of the sport.

Among the most relevant points highlighted are working and contractual conditions, followed by marketing and sponsorship opportunities. Visibility ranks third, while remuneration, investment, infrastructure and factors such as financial stability or improvements to coaching and refereeing complete the list of priorities.

EHF initiatives to strengthen women’s handball

The study also examined which players are considered the most influential and inspiring across generations. The EHF has been working for years in this area through programmes designed to increase the visibility of key female figures in the sport. One of these is the Role Models project, currently featuring Katrine Lunde, Andrea Lekic, Estelle Nze Minko and wheelchair handball athlete Joyce van Haaster, with the aim of showcasing real examples of leadership, continuity and high-level careers in handball.

In September 2025, the European Handball Federation launched the Her Playground platform, created to give greater exposure to female players, referees and coaches. The initiative serves as a space for content, reflection and discussion, ensuring that women in handball have a dedicated environment where their work and perspectives are fully represented. In the field of equity and governance, the EHF also organises the Women’s Handball Conferences, which bring together federations, clubs, coaches and specialists to discuss equality policies, leadership and best practices.

These initiatives are complemented by the EHF’s broader structural strategy outlined in the European Handball Master Plan, approved in 2020. The plan includes measures to increase the number of players, referees and coaches; improve talent retention; strengthen technical training; and promote sustainable development across all branches of European handball.

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The announcement is part of the EHF’s strategic plan to modernize its competition portfolio and strengthen the international profile of European handball. With the Olympic Games in Los Angeles 2028 and Brisbane 2032 taking place outside Europe, the federation aims to ensure that a tournament of Olympic quality continues to be hosted on the continent. “With the Olympic Games being staged outside Europe, we want to guarantee that handball of Olympic-level quality is also played here. This is the next step for national teams: ‘Next level. Every game,’” said Michael Wiederer, President of the EHF.

Building an attractive product

The European Handball Games will follow a compact, broadcast-friendly format inspired by the structure of the Olympic Games. Each edition will be staged every four years, preferably in September, during an international week reserved for national teams. The EHF is already working with national federations and clubs to coordinate the calendar and logistics of the new event, following initial discussions held this week in Vienna.

The goal is to establish a distinctive competition with a clear identity and visual appeal that elevates the prestige of European handball while enhancing its media value. According to the EHF, the combination of elite national teams, a concise schedule and an Olympic-style narrative will create a product with greater commercial return for sponsors, broadcasters and digital platforms.

A broader trend in European sport

The initiative aligns with a wider trend among European sports federations seeking to develop branded events that strengthen both identity and financial sustainability. Similar to the UEFA Nations League or the European Athletics Team Championships, the EHF is introducing a format that blends high-level competition with entertainment value. The aim is to ensure consistent media exposure and maintain engagement with fans between major international championships.

The announcement of the European Handball Games comes alongside other key reforms approved by the EHF Executive Committee, including the expansion of the EHF Champions League and the introduction of a new competition format for the EHF European League. Together, these measures represent a coordinated institutional growth strategy to increase visibility, commercial value and long-term stability across both club and national team competitions.

A Strategic Vision Toward 2030

Through the creation of the European Handball Games, the EHF aims to strengthen its control over broadcasting rights, create a more attractive platform for sponsors and bring better balance to the national team calendar. The federation envisions the new event as a milestone for fans and a model of modern sports organization aligned with the values and aesthetics of the Olympic Movement.

Details regarding the qualification system and final competition format will be presented at the next EHF Executive Committee meeting in December 2025.

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The Champions League represents the highest competitive and media level in European handball. It features national champions and runners-up, with a permanent Final Four in Cologne (Germany) and significant investment in television production. The European League, meanwhile, works as an expansion platform: it opens space for emerging clubs, prioritizes geographical diversity and gives visibility to markets where handball is still growing. The EHF uses both leagues to sustain the same ecosystem, but with different goals — global profitability in one, sustainable growth in the other.

Two tournaments, two market approaches

The financial gap between the two competitions is evident. The Champions League distributes around 750,000 euros in prize money during its final stage, with 300,000 going to the champion and proportional amounts to the remaining finalists. Clubs also receive bonuses for victories, participation fees and broadcasting rights, turning the tournament into a stable source of income and visibility. The European League, by contrast, offers smaller and less transparent financial rewards but provides a different kind of return: media exposure and institutional strengthening. For many clubs, it’s a medium-term investment rather than an immediate profit.

The EHF’s media strategies also differ depending on the tournament. The Champions League relies on an international network of broadcasters and exceeded one billion combined impressions across television and digital platforms in the 2021/22 season. Its audiovisual coverage includes unified graphics, multilingual commentary and the “Match of the Week” for its top games. The European League, on the other hand, has focused on the EHFTV platform and a digital model designed for accessibility. High-definition broadcasts, English-language production and strong social media presence are key elements of a strategy aimed at younger audiences and local markets.

The EHF and its dual growth model

Since the 2023/24 season, the EHF has separated club rankings between the Champions League and the European League, allowing each competition to evolve under its own parameters. The decision reflects a strategic goal: preventing the performance of major clubs from distorting the evaluation of developing leagues. This approach allows two complementary products to coexist. The Champions League consolidates sporting excellence and commercial return, while the European League broadens the reach of European handball into new countries and among new sponsors.

The federation has strengthened its commitment to technology and professional broadcasting. Its final tournaments now feature 1080p production quality and cinematic-style cameras, with up to 21 camera units offering a more immersive experience. The EHF has also introduced the Youth Club Trophy, a continental youth club competition that will share the same venue as the senior Final Four in Cologne from 2025 onward. In addition, it has published the “European Handball 2024” report, containing data on audiences, innovation and governance transparency. These steps outline a future based on digital growth and talent development.

Impact on smaller clubs

The European League has become a gateway to the continental stage for smaller-budget clubs. It offers international experience, media exposure and the ability to attract sponsors. However, it also demands a significant financial effort: long-distance travel, larger squads and logistical challenges that are not always offset by direct income. Even so, the competition has become a driver of professionalization. It pushes local structures to improve management and communication and strengthens the identity of clubs that, though far from the elite, aim to establish themselves within European handball.

With the European League underway and the Champions League well established, the EHF maintains two parallel paths of growth: one focused on sporting excellence, the other on sustainable expansion. The model shows that a single sport can multiply its reach when it diversifies its market, media and institutional strategies.

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Among those selected are Norwegian goalkeeper Katrine Lunde, French player Estelle Nze Minko, Serbian star Andrea Lekic, and Dutch wheelchair handball player Joyce van Haaster. According to the EHF, the aim is for these personalities to “inspire future generations by showing authenticity, commitment and passion.”

Specific objectives of the Role Models Project

The new programme focuses on giving visibility to diverse examples within handball. Lunde was chosen for her long career filled with titles, but also for her discipline and approach to the game. Nze Minko stands out for her attitude and leadership both at Györ and with the French national team. Lekic, who recently retired, emphasised that she feels the responsibility to “give back to handball everything it has given me.” Van Haaster embodies inclusion after returning to competition in a wheelchair following the recovery from a tumour.

The EHF underlines that the project seeks to highlight both the sporting achievements and the human dimension of its role models. It aims to provide girls and women with figures they can identify with, while also expanding visibility for disciplines such as wheelchair handball.

The Her Playground platform and its strategic role

The Role Models Project is part of Her Playground, a platform launched by the EHF to give women in handball a stronger voice. Its motto is “She grows. We win.” and it gathers content on the federation’s official website and on social media, including player stories, best practices, and topics related to equality, governance, and safe environments.

“The goal is to support and empower women in all aspects of handball,” said EHF Secretary General Martin Hausleitner at the project’s presentation. The platform is positioned as a reference point for the women’s handball community across Europe.

Complementary EHF initiatives

Her Playground adds to several initiatives developed by the EHF in recent years. These include Respect Your Talent, which focuses on the holistic development of young players; the Women’s Handball Board, created in 2012 to strengthen representation in decision-making bodies; and the Women’s Handball Conferences, which bring together federations, clubs and coaches to share strategies. Also noteworthy is the Female Commentators Project, designed to increase female presence in commentary and sports analysis.

Through these actions, the EHF continues to reinforce its strategy to promote women’s handball and broaden participation opportunities in different areas of the sport, from the court to management and media.

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