"For every fan, the EHF Finals will be truly special"

In 2024, the EHF Finals were held for the first time on neutral ground. What were your personal highlights?
Lisa Wiederer: Hosting an event in a new arena for the first time always has something special about it. The absolute highlight for me was the moment just before the first game when I stood courtside. The arena, completely branded in the blue and orange colours of the EHF European League, looked impressive, and everyone was waiting for the opening moment. You could feel the tension, the different expectations, hopes, and excitement for the weekend – I still get goosebumps thinking about it. From the organiser’s perspective, it is a great feeling when, after months of planning, the event finally comes to life.

What are the current plans for the EHF Finals 2025?
Wiederer: When you get the chance to host an event more than once in the same location, there is a benefit for planning and conceptualisation. During the first year, you start from scratch – you do not know the arena’s layout, the workflows on-site. You have not established service providers, and you must build a network. In 2024, we took a big step in that direction together with our partner Stadionwelt, and we can harvest the fruits from our efforts next year. With the solid foundation we have laid, we will continue to develop and expand the event step by step. A business event similar to the European Handball Talks in Cologne is therefore planned for next year. This way, all stakeholder groups from fans to business partners can be served. Moreover, a new concept for the VIP areas is currently being developed.

What advantages does a neutral venue like Hamburg offer to the EHF European League teams and to EHF Marketing as the organiser?
Wiederer: With a club as host and partner, the organisation of the event was more influenced by local conditions. Now, we can reach new target groups, but we also bear different financial risks. A neutral venue like Hamburg offers the possibility to establish and further develop the event The clear advantage in 2025 is that it is already known where the journey will take us. This provides the clubs and the fans as well as ourselves with a desired level of stability. Moreover, this opens new possibilities for engaging our partners. With Hamburg as the venue for the EHF Finals, the city’s long and successful handball history continues. Fans are familiar with the Barclays Arena as a great venue for club and national team matches.

The Barclays Arena can hold over 12,000 spectators. What can the fans look forward to?
Wiederer: One of our goals is to offer fans a comprehensive experience that goes far beyond the games. The entire weekend should be an absolute handball highlight. In addition to the sporting excitement, we are planning to expand the entertainment programme making sure there is something to suit everyone’s interests. Branding and visual design also play an important role – the blue seats of the Barclays Arena fit perfectly with our brand colours. We want to make every fan feel like a part of the event and create a broad package that makes the EHF Finals something truly special. This also includes affordable ticket prices starting at 70 euro, emphasising the family-friendly nature of the event. We will certainly be giving away some tickets in the coming months too. Fans can look forward to top teams and handball at the highest level.

How are the EHF Finals positioned in comparison to the TruckScout24 EHF FINAL4  in Cologne?  
Wiederer: The EHF European League with its seasonal claim "ALL IN, GREATNESS IS EARNED" is intentionally set apart from the EHF Champions League with its claim "DARE TO RISE". The idea behind the campaign is that playing in the EHF European League is not a given. In the EHF Champions League, GREATNESS is already "expected" as it brings together Europe’s best teams and players. In the EHF European League, greatness and success must be earned through hard work as a team. It is a competition that stands for the climb to the top, while the EHF Champions League is a stage for established giants in European club handball. However, looking at the new EHF European League season, with SG Flensburg-Handewitt, THW Kiel, and Montpellier HB, three former EHF Champions League winners are competing. In this case, "greatness was earned" could be applied, too.

What are the longterm goals for the EHF Finals?
Wiederer: Our goal is to establish the EHF Finals as the second major flagship event in European men’s club handball. The EHF Finals should become a central part of the handball calendar, with a significance and appeal that is beneficial for the entire EHF European League. A key aspect here is the collaboration with Active City Hamburg. Together, we want to turn handball into an up-close experience. This partnership allows us to not only highlight handball as a sport but also position Hamburg as a key sporting stage.  Additionally, we aim to focus more on the entire season describing it as the "Road to Hamburg." It is not just about the final weekend but the journey leading up to it. The excitement and drama that teams and players experience on this road should captivate fans from the very beginning. Our goal is to strengthen the competition and position the EHF Finals as the grand finale of an exciting season.

How does the perfect Road to Hamburg look like?  
Wiederer: It is unique for each party involved. Everyone has their own personal journey.  From an organisational and marketing perspective, it means creating the best possible conditions for everyone on-site. For the fans who expect a unique event experience, the media who want to work smoothly, and the teams who need optimal conditions to perform their best. Our goal is to perfectly align all these elements. From the players’ perspective, the Road to Hamburg is clear: It begins with the goal of fighting through and qualifying for the EHF Finals. It is about performing at the highest level and going ALL IN every week. However, one thing unites everyone – whether fans, players, organisers, or partners – the Road to Hamburg has already started.

Tickets for the EHF Finals Men on 24/25 May 2025 are now on sale: https://ehfel.eurohandball.com/men/2024-25/ehf-finals-2025/ticketing/ticket-sale-2025/

Photos: EHF / kolektiff images