SPORTFIVE will now be responsible for the media and marketing rights for all IHF men’s and women’s youth, junior and senior World Championships, the IHF Olympic Qualification Tournaments, the IHF men’s and women’s Beach Handball World Championships and the IHF Beach Handball Global Tours.

In a statement, IHF said: "According to the existing agreement, SPORTFIVE is already responsible for marketing the worldwide media rights of the championships up until 2025 and the IHF 2024 Olympic Qualification Tournaments.

"Previously, the IHF had marketed itself in sponsorship or entered into various cooperation agreements with different federations for selective rights and this newly announced deal marks a first for the IHF.

"Media and marketing rights elements provide a variety of options for SPORTFIVE, working closely with the IHF, to promote handball as it has never been done before.

"As the rights holder of both the media and marketing rights to all IHF World Championships, SPORTFIVE can now provide a holistic service to maximise the global reach of the sport and make the elite IHF events a perfect platform for international brands."

IHF President Dr Hassan Moustafa commented: "In the many years of our cooperation, we have come to know SPORTFIVE as a trustworthy and excellent partner.

"We are now looking forward to the next level of our partnership and are convinced that SPORTFIVE, with its huge experience and vast network, will give handball the worldwide attention that our sport deserves."

Robert Müller von Vultejus, chief growth officer at SPORTFIVE, added: "We have set ourselves ambitious goals.

"Using our innovative marketing, we want to lift the world's most important handball championships to a new level and make handball one of the most popular sports in the world after football."