EHF Marketing and WSC Sports team up to scale content creation across European club handball

MEDIA RELEASE: EHF Marketing (EHFM), the marketing arm of the European Handball Federation (EHF), and WSC Sports, the global leader in AI-powered sports content technology, have joined forces in a new four-year partnership as EHFM builds an integrated media and content ecosystem around the EHF club competitions. WSC Sports will become a key technology partner within this new setup, enabling EHFM to create, manage and distribute more content at scale from the 2026/27 season through to 2029/30.

Under the agreement, WSC Sports’ AI-powered technology becomes an integral part of EHFM's new media and content setup for the next four years, supporting content creation, management and distribution at scale and elevating the organisation’s digital output.

Marking the start of a new stage in strategic development, WSC Sports provides AI-powered video creation and content management across all EHF club competitions, fully integrated into EHFM’s new Media & Content operations ecosystem. The system automatically detects key match moments in real time — including goals, saves and other relevant actions — generating, tagging and enriching the corresponding video content with metadata.

As a result, EHFM will be able to rapidly produce highlights, short-form clips and video content tailored to different platforms and audiences. Alongside automated content creation, this technology also enables EHFM to manually select, create and edit clips directly on the platform, supporting the organisation’s storytelling needs — as well as those of clubs and other competition stakeholders — before, during and after matches.

Integrated into EHFM’s new media and distribution setup, WSC Sports’ technology will ultimately enhance the production, editing and management of content across all EHF club competitions.

Furthermore, the integration of WSC Sports allows for faster publishing and access to an expanded pool of content — such as live moments and post-match material — across all digital and social platforms, including EHFTV. This ensures quicker access and adapted storytelling for fans, as well as flexible content according to different platforms and audiences. Improved distribution across EHFM’s digital channels, markets and stakeholder networks supports scalable content production across all EHF club competitions.

Clubs and players will also benefit from easier access to high-quality content for their own online channels, amplifying the reach of European club competitions content beyond EHF-owned channels.

The partnership with WSC Sports is one of the key technology components of EHFM’s expanded media setup from the 2026/27 season. Together with new infrastructure across media production, content distribution, digital platforms and audience data, it forms part of a more integrated ecosystem designed to make better use of the content generated by the EHF club competitions and serve fans, broadcasters and partners more effectively.

Aurèle Weyeneth, Director Rights & Exploitation at EHF Marketing:

“Our partnership with WSC is an important step in building our new media and content ecosystem. It will enable us to create more content, get it out faster and make better use of it across our different channels. It also means we can give clubs and players much better access to content from their matches, which they can use to engage their own audiences. Ultimately, it is about making much more of the content generated across the EHF club competitions.”

Ido Ratzon, Head of Business Development for EMEA at WSC Sports:

"We’re excited to partner with EHFM and power their content creation and distribution over the long term. Our platform will allow EHFM and its teams to showcase the amazing quality of their competitions with game-changing technology, making them more efficient and enabling the creation of personalized highlights for their fans at speed and scale."

WSC Sports also works with the European Handball Federation on digital fan engagement initiatives, including In-App Experiences introduced at the Men's EHF EURO 2026. Read WSC Sports' EHF case study here.

About EHF Marketing GmbH

EHF Marketing GmbH is the marketing arm and subsidiary of the European Handball Federation. The company works closely with marketing and media partners, as well as with Europe’s leading clubs to release the full potential of the sport on the international sports market. EHF Marketing GmbH is responsible for the exploitation, organisation and promotion of the European club handball competitions including the EHF Champions League and the EHF European League.

About WSC Sports

WSC Sports, the pioneer in AI-powered sports content technology, empowers the NBA, ESPN, YouTubeTV, LaLiga and 700 other sports organisations to connect with their fans through AI-tailored sports content experiences. WSC Sports' platform automates the creation, management and distribution of content, enabling sports rights holders to expand reach, grow fan bases, and unlock revenue opportunities across platforms. For more information, visit wsc-sports.com.