Christian Seifert, the CEO of the streaming platform Dyn, is advocating for a revolution in the marketing and fan engagement strategies of German handball to elevate the sport's presence. He emphasized that the next 18 months are crucial for determining whether handball can reach its highest potential in Germany. Alongside Frank Bohmann, the head of the Handball Bundesliga (HBL), Seifert called for a collective effort to embrace the sport’s star power and enhance its visibility in the German sports landscape.

Seifert’s comments highlighted an urgent need for the clubs to step up their game, as he noted that only 30% of Germany’s nine million handball fans have a favorite club. This statistic indicates a significant opportunity for growth, as there is a demand for stronger club branding to cultivate a more dedicated fan base. The leaders present, including Mark Schober from the German Handball Federation (DHB), showed a willingness to adapt and innovate.

The move to revitalize handball is timely, as the sport has considerable potential for commercial success and broader appeal. By focusing on marketing and leveraging star athletes, the hope is to draw larger crowds to games and enhance the overall image of handball in Germany, which could lead to increased sponsorship and media coverage in the future.