More Than Just Visibility: Why B2B Brands Are Turning to Handball
Published on
by Mara Kottke
How Rexel uses the DHB Super Cup to raise brand awareness and build customer engagement and trust through sport
The partnership between electrical wholesaler Rexel and the Super Cup showcases the potential of sports platforms for B2B brands when they are planned and implemented strategically and consistently. Handball is an especially credible platform for this, being accessible and emotional, and characterised by values such as team spirit, fair play and reliability. For companies such as Rexel, this generates visibility and offers the opportunity to bring their brand to life, strengthen customer relationships, and create an emotional connection that leads to concrete engagement.
In this Insight:
Visibility Alone Is No Longer Enough
When companies invest in sports sponsorship, logo visibility is no longer the only priority. In the B2B sector in particular, brands are looking for platforms that offer a combination of reach, credibility and emotional connection. The Rexel Super Cup, which is being held under this name for the first time in 2026, is a prime example of this trend. For the electrical wholesaler, the partnership not only provides additional visibility, but also an opportunity to introduce its brand to a wider audience and strengthen existing customer relationships. Dr Oliver Vogler, Rexel's Chief Purchasing and Marketing Officer and Managing Director, comments: “The Rexel Super Cup offers us a unique opportunity to further expand our brand awareness in Germany and bring our brand to life emotionally.”
Why Handball Is Attractive to Businesses
While football impresses with its enormous reach and international appeal, handball stands out for other reasons. This indoor sport is considered approachable, authentic and community-oriented — values that are particularly important to many medium-sized and B2B-focused companies. Dr Oliver Vogler also considers these qualities to be crucial: “Handball is close to the fans; it is direct, honest and passionate. Team spirit, fair play and reliability lie at the heart of the sport — values that also characterise us as a company”. The partnership works because it feels natural, being based on shared values.
From Sponsorship to Brand Positioning
The role of sports sponsorship is changing all the time. Today, companies use partnerships strategically to raise their brand profile and imbue their brand message with emotional resonance. For Dr Oliver Vogler, a clear message is paramount: "We want to show who Rexel is and what we stand for. We are the electrical wholesaler for our customers. Furthermore, we want to make it clear that we have a nationwide presence. With our strong local presence and efficient logistics, we are active throughout Germany and close to our customers."
Live Experiences Build Loyalty
As well as improving a company’s public image, strengthening existing customer relationships is also crucial. Sporting events such as the Rexel Super Cup provide an opportunity for companies to invite customers, expand their networks and foster shared experiences. Sport provides a platform for business relationships that goes beyond traditional marketing measures. The Rexel Super Cup in Munich provides the perfect setting for this, with top-class handball, an electric atmosphere, and the chance to involve customers and partners directly in the brand experience.
What Other B2B Brands Can Learn From This
The Rexel Super Cup represents an increasingly important trend in B2B marketing: brands seeking platforms that generate reach and foster genuine connections. Sport offers precisely this: it brings people together through shared experiences, bringing to life values that often remain abstract in traditional communication. For Rexel, handball is therefore not just a platform for raising brand awareness, but also a credible setting in which to reinforce customer loyalty, presence and reliability on an emotional level.
All you need to know
Frequently Asked Questions
In modern sports, several different types of partnerships exist, all of which can generate significant value.
Sponsorship deals are perhaps the most common form of sports partnerships. Companies invest in sports teams or events in exchange for advertising and brand exposure. These deals provide financial support to the teams and help sponsors connect with their target audience.
Strategic alliances involve two or more sports organisations coming together to achieve common goals. This could include sharing resources, facilities, or even talent. Such partnerships can lead to improved facilities, enhanced scouting networks, and ultimately, better performances on the pitch.
Successful sports teams recognize the importance of engaging with their local communities. Community partnerships involve initiatives such as youth sports programs, charity events, and education. These partnerships not only create goodwill but can foster a committed and engaged fan base.
In today's digital age, media collaborations are key. Sports teams and media outlets often join forces to collaborate on engaging content, including exclusive interviews, behind-the-scenes footage, and live broadcasts. These partnerships boost visibility for both parties.
Sports sponsorship lets brands create emotional content and become an integral part of fans’ daily lives. Every year, over 58 billion euros* are invested in sports sponsorship around the world as a way of reaching and acquiring customers through fan engagement.
€58bn* global volume in sports sponsorship in 2018
Naming rights sponsoring refers to a marketing strategy where a company or organisation pays for the privilege of having its brand name attached to a venue, event, competition or facility.
In exchange for financial support, the sponsoring entity's name becomes an integral part of the associated asset. This commonly occurs with sports stadiums, arenas, concert halls, and even major events.
The sponsor's name is prominently featured in the official title, gaining visibility and exposure to a large audience. Naming rights agreements are often long-term and involve substantial financial commitments, contributing to the funding of the facility or event.
This form of sponsorship not only serves as a branding opportunity but also as a means of supporting the infrastructure or programming associated with the sponsored entity. It's a symbiotic relationship where the sponsor gains visibility, and the sponsored entity receives crucial financial backing.
B2B stands for "Business to Business," representing a type of commerce where transactions occur between two businesses rather than between a business and individual consumers.
In a B2B relationship, companies provide products, services, or solutions to other businesses. This can involve the exchange of raw materials, finished goods, services, or expertise. B2B transactions are often characterised by larger order quantities, complex negotiations, and longer sales cycles compared to business-to-consumer (B2C) transactions.
Examples of B2B transactions include a manufacturer selling components to another company, a software company licensing its products to businesses, or a marketing agency providing services to corporate clients. B2B interactions play a crucial role in the overall economy, forming intricate networks of suppliers, distributors, and service providers that contribute to the functioning of various industries.
In the context of sports, B2B (Business to Business) relationships are highly relevant and play a significant role in the functioning of the sports industry. Various businesses collaborate and engage in B2B transactions to support and enhance the sports ecosystem. From sponsorships and partnerships, broadcasting and media rights, merchandising and apparel and to event and facility management, B2B relationships run all the way through in the sports industry.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
