SHERIDAN, WYOMING – June 17, 2025 – Gorenje is extending its commitment to European handball by renewing its partnership with the Machineseeker EHF Champions League and stepping up as a seasonal partner of the EHF Champions League Women for the first time.
The announcement was made during the TruckScout24 EHF FINAL4 in Cologne, underscoring Gorenje’s evolving role in supporting both the men’s and women’s competitions at the highest level of European club handball.
Building on a Strong Legacy Since 2017
Gorenje first joined the EHF Champions League in 2017 as a regional partner and quickly became an active contributor. By 2022, the brand had become a Premium Partner, and now it takes another leap forward by becoming the Official Partner for both the Machineseeker EHF Champions League and the EHF Champions League Women.
Gorenje will be visible in all arenas and across all marketing activities for both competitions, reinforcing its presence across the European handball stage.
Engaging Fans On-Site and Online
Gorenje has consistently stood out for its creativity and fan-centric approach. Over the years, the brand has delivered entertaining and memorable event experiences through:
- The giant tumble dryer challenge
- The disco washing saloon
- A themed kitchen activation featuring personalised emoji masks
Digitally, Gorenje has also connected with handball fans in unique ways. Initiatives have included ‘Breakfast for Champions’, a series of online player interviews, as well as Young Players to Watch in 2023/24, and the Top 5 Goals of the past season.
A Shared Vision for Women’s Sport
Gorenje’s expansion into the EHF Champions League Women is not just a marketing decision — it’s a statement of values.
Alenka Potočnik Anžič, Marketing Director Hisense Europe, says: "We are proud to deepen our commitment to European handball by partnering with the most prestigious club competitions – now including the EHF Champions League Women. Supporting women in sport is an important cornerstone of our sponsorship strategy, and this partnership brings that vision to life. Gorenje has been a strong supporter of European national and club handball competitions for years, and this next chapter reinforces our enduring dedication to the sport, its athletes, and the vibrant communities that support them."
A Partnership That Delivers Lasting Impact
David Szlezak, Managing Director EHF Marketing, highlights the importance of this collaboration: "We are delighted to extend our partnership with such a long-standing partner like Gorenje. For the competition, it is a great achievement that Gorenje enlarges its cooperation to the EHF Champions League Women. The prolongation of our partnership underlines our commitment to develop both competitions further. We are very much looking forward to extending the promotion of our premium club competitions together with Gorenje."
Driving Business Growth Through Sport
For Gorenje and its parent company Hisense Europe, sports sponsorship goes far beyond visibility. It’s about building trust and driving meaningful engagement.
Hanson Han, CEO of Hisense Europe / President of the Gorenje Division, Hisense Group Holdings, adds: "Sponsoring sport is a strategic investment that strengthens our brand and fuels business growth across Europe. Our enduring partnership with the European Handball Federation helps us connect meaningfully with consumers and reinforce trust in the Gorenje brand. We remain committed to our promise – simplifying everyday life with reliable, high-quality appliances – while ensuring Gorenje is a responsible and sustainable choice. Through energy-efficient innovation, ethical production, and impactful partnerships, we aim to create lasting value for our customers and the communities we serve."
A Future Full of Exciting Moments
As Gorenje’s role in handball grows, fans can look forward to even more engaging content, event activations, and moments that celebrate the passion of the sport. With a legacy of creativity and community support, Gorenje continues to prove that great partnerships go far beyond the game.
Learn more at https://www.gorenje.com.