"Handball's values are our shining stars"

The National Handball Team continues to grow commercially and attract strong partners. What would you say are the primary success factors behind this development?

– The driving factors in our continued development are handball's values, where Fair Play and equality are our guiding stars. Furthermore, handball's sustainability efforts and societal value, along with the excitement and experience at our national match events, also contribute.

Handball holds a unique position as a beloved national team sport. How do you ensure that partnerships feel relevant, credible, and create long-term value for your partners?

– As you mentioned in your question, it's about us, together with each partner, ensuring relevance, credibility, and long-term viability. We achieve this through individual plans for each partner, based on the goals and purpose of the partnership, and with a clear focus on the target audience to be reached.

Handball engages the entire country – from youth activities to major championships. How do you view the national teams' role in inspiring the next generation and strengthening Swedish handball as a whole?

– The national teams are our driving force. By organizing national matches in various locations across Sweden, we leverage the national teams' appeal to strengthen local and regional handball in many ways. We work closely with clubs and districts to enhance the value of each national match through various initiatives.

What will be your most important and primary commercial focus areas in the coming years?

– To continue developing and improving the areas mentioned above, and to work together with all stakeholders such as partners, clubs, destinations, media, and other actors. Nothing new, but always just as important.

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