In a move that underscores its growing commitment to elite European handball, Machineseeker, the digital marketplace for commercial vehicles, has renewed its title sponsorship of the EHF Champions League Men for the 2025–26 season.
The deal, finalized with EHF Marketing—the commercial division of the European Handball Federation—will see Machineseeker enter its fourth consecutive year as title sponsor of the continent’s premier men’s handball club competition.
Renewed Partnership, Reinforced Presence
Having first signed on during the 2022–23 season, Machineseeker has opted for annual extensions each year since, reflecting a strategy focused on measured growth and consistent impact.
As part of the renewed deal:
- TruckScout24, Machineseeker’s flagship brand, will again title the Final4 weekend, held at Cologne’s Lanxess Arena on June 13–14, 2026.
- The brand will appear across all 132 Champions League fixtures—including LED perimeter advertising, in-arena branding, and digital integration across EHF’s platforms.
David Szlezak, Managing Director of EHF Marketing, commented:
“The sponsorship extension follows a strong performance of the competition in the 2024–25 season, including a great collaboration with Machineseeker which was even extended to the EHF Finals for the first time.”
Expansion into the EHF European League
For 2025–26, Machineseeker is also increasing its footprint by aligning its Maschinensucher brand with the EHF Finals Men 2026, the season finale of the European League, marking its first title partnership with the second-tier competition.
This dual-property involvement indicates a shift from event sponsorship to ecosystem-level brand activation within the European handball structure.
B2B Sponsorship in the Right Arena
Machineseeker’s sustained investment in European handball reveals a smart sponsorship strategy grounded in audience alignment, geographic focus, and property consistency.
Why this model works:
- B2B brand, B2C exposure: Handball offers high household penetration across Central and Eastern Europe—key regions for industrial equipment and commercial vehicles.
- Annual renewal model: By committing one season at a time, Machineseeker has retained flexibility while building equity.
- Tiered sponsorship structure: Splitting brands across Champions League and European League allows strategic message segmentation without brand fatigue.
- Digital-first integration: The brand’s presence isn’t limited to venue signage—it’s integrated across digital campaigns, content platforms, and social media touchpoints.
In an era where sports sponsorship is becoming more performance-driven and brand-aligned, Machineseeker’s long-term playbook offers a strong case study for strategic continuity and category leadership. The commercial vehicle platform isn’t just backing a sport—it’s owning a vertical within it.
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IMAGE: Jozo Cabraja / kolektiff
