The European Handball Federation (EHF) has become the latest major sports organisation to partner with IQONIQ, a new fan engagement platform that is set to launch in September.

The partnership, which will run for four years from the start of the 2020-21 season, will see IQONIQ become an official partner for fan engagement and loyalty in the men’s Champions League and European League, which together will feature 40 of the best clubs from more than 20 countries across the continent.

It will also run alongside the 10-year exclusive media and marketing partnership with the Infront agency and DAZN Group complementing the long-term digital strategy created for EHF and its EHF Marketing subsidiary.

The IQONIQ platform includes a range of features such as a personalised loyalty programme, special offers for tickets and merchandise, in-app games and prizes and unique footage, as well as all aggregated content from other sites.

High-quality content for all platforms will be formed by Infront and DAZN’s team of dedicated digital production experts who will create over 5,000 pieces of video content for all major EHF competitions. The digital strategy will create and curate content for fans, broadcasters and clubs on digital and social media in an attempt to grow, engage and entertain audiences beyond the 60 minutes of the game and lay the foundation for the long-term growth of the sport.

The EHF’s competitions are followed by more than 115 million fans including 1.2 million on social media, and the federation said the IQONIQ partnership symbolises its continued commitment to drive fan engagement and reward fans for their loyalty.

EHF Marketing managing director David Szlezak said: “Just a few weeks out of the start of the 2020-21 European handball season, this is a milestone for the EHF Champions League and the brand-new EHF European League, as we are onboarding for the first time in the competitions’ history an official fan engagement partner.

“IQONIQ is set to impress Europe’s handball fans with some of the most exclusive content the competitions, its clubs and players have on offer. As we will be reaching new target groups through IQONIQ, we are sure to add further to our growth. On top, EHF Marketing, Infront, DAZN and IQONIQ will work on the eventisation of European club handball and dive deep into gamification opportunities.”

Kazim Atilla, CEO of IQONIQ, added: “IQONIQ is seeking to revolutionise the world of fan experience, so it is vital for us that we work alongside partners that are equally committed to providing their fans with the best possible experiences. Through this partnership, fans of the EHF Champions League and the EHF European League will be given new and unique opportunities to engage with their stars and be fairly rewarded for their ongoing commitment and loyalty.”

The EHF deal comes after IQONIQ on Friday announced it had entered into a €100m (£90.5m/$117.5m) capital funding agreement with Luxembourg-based investment corporation, Lux Media Investments, to secure the company’s continuous development and global expansion.

News of the investment comes with IQONIQ, headquartered in Monaco, having grown considerably over the past six months, despite the impact of COVID-19. During this period, the platform has added a host of new employees and advisory board members, as well as formalising partnerships with rights-holders such as Euroleague Basketball and French Ligue 1 football clubs Olympique de Marseille and AS Monaco. IQONIQ today (Wednesday) announced a deal with Formula 1 motor-racing team McLaren.

On Friday, IQONIQ said it is in advanced negotiations with more than 175 rightsholders from the world of sports and entertainment, including major clubs from the big five European football divisions, as well as “world-leading” clubs and leagues in baseball, cricket, rugby and motorsport.