David Szlezak: “We certainly met the expectations”

David Szlezak, Managing Director of EHF Marketing GmbH, took a very positive balance of the event, which was organised for the first time with Maschinesucher as the title partner, with a new concept of the entertainment programme and the premiere of the SPOBIS Sports Clubs Summit, presented by EHF Marketing. In this interview, Szlezak talks about the various aspects of the event.

Do you agree that, from a sporting perspective, the Maschinensucher EHF Finals was outstanding? 

David Szlezak: Absolutely, the matches were all extremely exciting. Both semi-finals were certainly on an EHF Champions League level. Then we had two brilliant games on the finals' day with a deserved winner. We met the expectations we set for ourselves.  

With over 12,000 spectators, there was a record attendance for all EHF Finals. Are you satisfied with the number or is there still room for improvement? 

David Szlezak: As long as the arena still has free seats available, there is, of course, room for improvement. But we also have to keep things in perspective. This is the second time we've hosted the EHF Finals in Hamburg. We started positioning this event a year and a half ago. I believe we've taken a big step forward. We sold another 500 tickets for the final day. That means there were more than 12,000 spectators on Sunday. That's an absolute record for the EHF European League and we can be satisfied. 

The opening shows with remote-controlled wristbands and live music were clearly enjoyed by the audience. What's your conclusion on this point? 

David Szlezak: Coldplay has finally entered our sport. It was a major experiment. We've had this idea for a long time and decided to implement it in 2025. We're absolutely delighted with the positive feedback because there was obviously a kind of paradigm shift: Music as a unifying element. And it worked brilliantly. Music is emotion, and sport is also emotion. And when you combine the two, you can get a stadium in the mood very quickly. But it's not just about the shows; it's also about the Road to Hamburg. I'm totally satisfied with the external image and with the campaign we ran together with our partner, the HEG. I think we did a great job and are really building anticipation for the TruckScout24 EHF FINAL4 2025 in Cologne on 14/15 June. 

Cologne is a good keyword in terms of organisation for Hamburg, because Stadionwelt, the agency you have been working with for many years at the EHF FINAL4, was also involved in the Maschinensucher EHF Finals.

David Szlezak: Stadionwelt, the EHF, and EHF Marketing are a perfectly coordinated team. And in these areas, it's also totally good and okay that we're bringing synergies and experience from Cologne with us to Hamburg. The challenge is not to create a complete copy in our presentation. When new partners work together, there is, of course, some room for improvement, even if it was already very positive. Things went well in the Barclays Arena this time. We're satisfied and are having good discussions with the Barclays Arena – because we always knew that this arena is fundamentally suitable for handball. 

What areas can still be improved? 

David Szlezak: It's our goal to continuously develop the events further. As I said, with the EHF European League, you're walking the fine line between not copying the EHF FINAL4 and not just creating a "little brother", but rather organising a separate event with its own positioning for its own competition. That's our goal; there will always areas that can be changed or developed further. 

When will a decision be made on whether Hamburg will also host the EHF Finals in 2026? 

David Szlezak: We've never made a secret of our long-term intention to establish this tournament in Hamburg. We're in contact with the Barclays Arena and Active City Hamburg. At the same time, EHF Marketing is in contact with the respective EHF bodies, to which the evaluation will be presented shortly. I'm very optimistic that we will have a decision soon, but it will take a few days and a few discussions. 

On Friday, the SPOBIS Sports Clubs Summit premiered at the Barclays Arena, which also reached out to many people outside of handball. What's your conclusion? 

David Szlezak: It was positive all around, precisely because we opened up to other sports and at the same time gave our clubs the opportunity to think outside the box. I think it was an excellent event for a premiere. We developed three or four great ideas for the coming years already on Friday evening and I'm very confident that we can further develop the event for the second edition next year.

So you left Hamburg with very positive feelings and entering the final stretch with the EHF FINAL4 events in Budapest and Cologne? 

David Szlezak: After what our team achieved in Hamburg and seeing the atmosphere this weekend, we're heading to Budapest with high spirits. Everyone knows it's going to be tough, no question about it. That's nothing new and no surprise. These weeks are intense, so you can be all the more proud and satisfied after delivering four events, including the EHF Finals Women in Graz. For now, the interim conclusion after Hamburg is absolutely positive.

Photos © Eva Manhart (main), kolektiff