It will apply to the men's Championships due to open in Denmark on January 12, as well as the corresponding women's event to be held in December in both Hungary and Croatia.

Taking advantage of the full range of brand communication options available, Engelbert Strauss will benefit from "strong brand positioning" in view of television cameras, it is claimed.

Advertising spots at both events include the centre circle and LED boards as well as brand integration on the sleeves of all players' shirts, while use of the official event logo on both event websites is also included in the package.

Home favourites Denmark will seek to defend the title they won in 2012 when the Championships get underway later this month ©Bongarts/Getty Images


Karl-Heinz Brenner, marketing director at Engelbert Strauss, commented on how much commercial exposure the company will get from the deal.

"With our brand being present in eight markets across Europe, the EHF Euro's provide us with an excellent platform to reach out to our international target audience," he said.

"Through this official sponsorship package, the Engelbert Strauss logo will be integrated at the heart of the handball action twice - when the men's teams open and when the women's teams close the handball year."

Similar sentiments were offered by Stephan Herth, executive director of summer sports at Infront, when he explained how "in 2012, the men's and women's EHF Euro's broke television records by jointly achieving a global cumulative audience of 1.85 billion."

"This strong viewer interest and exposure will also be to the benefit of the official sponsors for the upcoming 2014 men's tournament that is set to mark another sponsorship sell-out for the EHF Euro's," he added.