VELUX EHF FINAL4: One line, clear goals

It is still almost six months to go until the VELUX EHF FINAL4 2017, but preparation for the club season’s climax at EHF Marketing is already underway. The marketing arm of the European Handball Federation is currently putting a lot of effort to develop the aesthetic appearance of the most important event in club handball (see above the new key visual).

“Our goal for 2017 is to achieve a clear visual implementation which would stand both for the event and this sport,” David Szlezak, EHF Marketing Managing Director explained.

“The key words for us are passion, power, energy, speed, victory and defeat, the pure game. They create a base for the visual presentation of the VELUX EHF FINAL4, a presentation which will bring the spotlight back on the sport.”

As is often the case for creative movements, many questions emerged at the beginning of the process. What does the VELUX EHF FINAL4, which will be staged for the eighth time on 3 and 4 June 2017 in Cologne’s LANXESS arena, stand for? How has the tournament developed?

“In a first step we analysed the status quo and then defined the values and target groups that we are putting together at the event,” said Lisa Wiederer, VELUX EHF FINAL4 Manager.

In past years the opening shows and entertainment became a central element which has evolved to a high-value part of the event.

“The level, we have reached in this area is unbelievably high. But in its core the sport matters most,” Lisa Wiederer added.

The main reason, why fans come to Cologne, is the fantastic sport and emotions that are offered on the playing court.

The proximity of the sport’s stars, who are as close to the fans as nowhere else, attracts supporters like a magnet to the “City of Dome”. Around these elements the new design of the VELUX EHF FINAL4 has been created.

EHFM Brand Manager Katharina Hacker defines next goals: “We want to address also those who may not have come across handball and draw their attention to this event and this sport.”

However, this one action alone is not enough. “Our middle-term goal is to strengthen the usage of the VELUX EHF FINAL4 design also throughout the season,” Szlezak commented.

“So from the start of the season it will be clear that we have set out on the ‘Road to Cologne’.”