Korea Handball Association and SBS Sign Sports Media Partnership

The Korea Handball Association and SBS have joined hands to expand the base of handball, boost public interest, and discover premium sports content.

The Korea Handball Association announced that Senior Vice President Geum Han-tae and SBS President and CEO Bang Won-shin signed a sports media partnership MOU at the SBS building in Mok-dong, Seoul, today.

Through this partnership, the association and SBS plan to widen the grassroots of handball and elevate public interest, while simultaneously creating new businesses based on exceptional sports content development and enhancing mutual brand value.

The association and SBS agreed to cooperate closely in several areas, including ▲ broadcasting and content production cooperation related to handball, ▲ promoting handball and spreading support culture utilizing broadcasting and digital platforms, ▲ discovering handball content through diverse formats, and ▲ providing media support for the national team and major tournaments.

As its first stage, SBS plans to specially schedule "Kick a Goal Handball Cup," a special edition of its hit entertainment program "Kick a Goal," during the 2026 Aichi-Nagoya Asian Games to stoke the fever for handball.

Designed to cheer on the national handball team heading to the Asian Games, this project began its first episode on the 2nd and will broadcast a total of four episodes (across four weeks) during the Asian Games period.

Expanding its stage from soccer to handball, "Kick a Goal" aims to deliver the charm of handball and support for the national team into family living rooms using the approachable grammar of entertainment.

At the signing ceremony, SBS President and CEO Bang Won-shin stated, "SBS has redefined the essence of its business from a traditional broadcaster to a 'media content company.' If SBS's proven strengths in broadcasting and content production and the power of its broadcasting and digital platforms meet handball, this will not remain a mere declaration but become a practical step that brings handball back to the public."

He added, "SBS will serve as a reliable stage and companion so that the sweat shed by athletes on the court can translate into the applause of the public."

Geum Han-tae, Senior Vice President of the Korea Handball Association, responded, "Handball has always been a sport that wrote miracles amidst the passionate support and love of the Korean public, but we desperately needed a stage where it could naturally permeate into the daily lives of citizens. This accompaniment with SBS, which possesses outstanding production capabilities, will be a tremendous source of strength and reliable support for our entire handball family."

Following the signing and exchange of the agreement, the heads of both organizations performed a "signed ball exchange," swapping official balls bearing their signatures to symbolically capture their promise to jointly open a new leap forward for handball.

(Photo: Provided by the Korea Handball Association)
※ Please note: This article was translated by AI and may contain errors.