EHF Master Plan

The European Handball Master Plan was created in 2020 following significant research involving fans, clubs, players, federations and leagues. The strategic plan, designed to take the EHF and the sport through to 2027, is aimed at making handball more attractive to fans; at increasing the number of active players, coaches and officials; and creating additional value for the sport. 

The Master Plan was first presented at the Conference of Presidents in January 2020 in Stockholm. Seven key pillars – or players – were identified as part of the master plan including all aspects of the sport from the game itself through to events, fans, grassroots, governance and commercial aspects. As in any handball team, each of the players is important in their specific position, but it is only the combined effort of the whole team that will ultimately bring success.

The basis for the European Handball Master Plan is the brand core, developed as part of the EHF’s new brand system and launched on 1 July 2020. This core provides guidance for the organisation – like a compass – and creates meaning for the outside world. It defines the very reason for our existence, our raison d’être; it describes the purpose we aim to fulfil (our promise); and it sets the direction and vision for the future. Our culture, the way we see ourselves and how we want to be perceived by others, helps to lead us in the right direction and keep a steady course.

Under the Master Plan, EHF member federations can, based on a strategic long-term development plan presented to the EHF, create projects and initiatives for their sustainable development and growth and apply for tailor-made EHF Master Plan 360° support. For commonly agreed projects and initiatives, targets and key performance indicators need to be set and budget allocated.

Federations’ development plans must be oriented towards medium to long-term strategies, but these should be structured with smaller steps that align with development priorities.

GOALS

Five clear targets for the master plan were set through to 2027:

• be the No.1 indoor team sport in Europe: establish handball on the European sports market as the leading team sport in terms of spectators and television audiences for the EHF’s top events such as the EHF EURO or EHF FINAL4
• Create the optimal environment for playing the game: ensure that the game and its competitions are accessible to everybody; facilities and equipment are of the highest standard; players have the best playing conditions; use technology to enhance the game
• Establish ‘handball for life’: create life-long journeys for everybody involved in handball; create more opportunities in handball at every stage of life and for all abilities
• Reach and engage more people: increase the exposure and popularity of the sport in Europe and worldwide; attract more fans especially younger audiences through investment in digital content; increase the number of players, coaches and officials
• Increase the commercial value of the sport: raise the commercial value of media and marketing rights across the sport; ‘become a unicorn’ and double the commercial rights value of the EHF