Handball World Championship 2027 - Why now is the moment for the HBL

The 2024 European Handball Championship in Germany has sparked an extraordinary momentum – packed arenas, record-breaking reach, and significantly increased visibility for the sport. This wave continues in the Handball Bundesliga (HBL): A new league-wide attendance record was achieved in the 2024/25 season (over 1.6 million spectators), and in the current 2025/26 season, attendance figures up to matchday 29 are at a comparably high level with 1,408,152 spectators. The average capacity utilization of 85.43% underscores the strong demand and simultaneously offers further opportunities for growth.

OPEL will become the new title sponsor of the HBL

Opel's commitment sends a strong signal: The car manufacturer will become a strategic partner of the women's and men's national teams, the league's title sponsor, and a mobility partner. This alliance combines brand strength, reach, and shared values – a clear indication of handball's economic appeal and future viability in Germany.

With the 2027 Handball World Championship on the horizon, interest in the HBL is expected to increase even further – fueled by global appeal, new target groups, and extended media attention. Now, the focus is on strategically leveraging existing strengths: clearly defining matchday experiences, converting initial contacts into repeat business, and activating additional revenue potential along the fan journey. In short: the foundation is in place, and the World Championship presents an opportunity to scale existing successes and make the HBL even more visible and valuable.

What could this mean for the clubs of the HBL?

Major events accelerate development. The 2024 European Championship demonstrated that attendance and reach increase noticeably in the year following a tournament. The Handball Bundesliga (HBL) can build on this success with an eye toward the 2027 World Championship. The additional attention brings new first-time visitors to the arenas, increases the number of casual fans, and broadens the overall base for higher attendance throughout the season. This potential becomes effective when clear, target-group-oriented offers seamlessly translate the resulting curiosity into bookings and repeat business – in other words, when potential customers quickly understand which product suits them best, and the path from initial interest to securing a seat in the arena is short and intuitive.

In this context, we supported VfL Gummersbach, among others , in the strategic realignment of its public ticketing. This was based on analyses and benchmarks. The result was a concrete action plan to convert demand more precisely and increase revenue.

Similar opportunities to those in public ticketing also exist in the B2B/hospitality sector due to increased attention. Companies benefit from the stronger media presence surrounding a World Cup. This makes the environment more attractive for sponsors. Those who differentiate their hospitality portfolio – for example, with clearly defined business seats, themed club formats, or curated executive experiences – increase willingness to pay and improve occupancy rates in the premium segment.

This makes the 2027 World Championship more than just a short-term peak. It's an opportunity to scale the HBL's existing strengths: to win new fans, further expand the league's visibility, and realize additional value creation along the fan and partner journey. Those who seize this moment strategically will lay the foundation for sustainable growth in the seasons to come.

Conclusion

The 2027 World Championship will further increase demand for handball in Germany – and thus its revenue potential – and open up new target groups. This presents HBL clubs with the opportunity to generate sustainable growth. To achieve this, existing structures must be strategically developed and addressed in a targeted manner to meet the (new) needs. The World Championship provides the initial impetus; sustainable growth will emerge within the clubs' own structures.

HORSTMANN Strategy & Management Consulting supports clubs and associations in identifying sustainable growth potential and developing it systematically.

For the sake of readability, the generic masculine form is used in the text. However, all genders are always meant.