Brussels, Belgium — 03/12/2025
Sportway Media Group (“Sportway”) is delighted to announce a landmark long-term partnership with the Union Royale Belge de Handball (KBHB-URBH), aimed at revolutionising the production, delivery, and overall experience of handball across Belgium. This collaboration represents a significant step forward in using state-of-the-art AI technology to enhance the accessibility, visibility, and development of handball nationwide.
Under the agreement, Sportway will install more than 50 advanced AI-driven camera systems in venues across Belgium, delivering a fully managed production service for handball at all levels—from grassroots to elite competitions. Every match will be captured and broadcast with consistent, high-quality production, making Belgian handball more accessible to fans, clubs, and families than ever before.
A central pillar of the partnership is the development of a dedicated digital platform, which will serve as the definitive destination for Belgian handball content. Supporters will be able to follow their favourite teams and players from anywhere, with seamless access to live and on-demand broadcasts, highlights, and archival footage.
“This partnership with Sportway is a major milestone for Belgian handball,” said Jean-François Hannosset, President of KBHB-URBH. “By embracing innovative technology and comprehensive coverage, we are supporting the growth of our sport from the grassroots up. This initiative will provide invaluable exposure for our clubs and players, strengthen our development programs, and offer fans a unique viewing experience. We are excited about the opportunities this collaboration brings to the handball community in Belgium.”
“We are proud to join forces with KBHB-URBH in this transformative partnership,” said Daniel Franck, CEO of Sportway Media Group. “Our advanced AI production systems and digital platform will not only bring Belgian handball closer to its fans but also create a robust technical infrastructure for player analysis and unlock new avenues for revenue generation. Together, we look forward to setting new standards in sports broadcasting and supporting the continued growth of handball in Belgium.”
The partnership underscores a shared commitment to developing handball through innovation, enhanced accessibility, and stronger fan engagement. Together, Sportway and KBHB-URBH aim to elevate the sport’s profile and accelerate its growth at every level of Belgian handball.
For more information, please contact: martin.englund@sportway.com, CCO, Sportway Media Group.
About Sportway Media Group
Headquartered in Stockholm, Sweden, Sportway Media Group elevates the sports experience to new heights. Through its subsidiary companies’ unique expertise, it delivers end-to-end solutions across multiple sports. Sportway provides automated and remote productions, live-streaming platforms, and media infrastructure management, producing more than 250,000 hours of live sports each year and operating over 60 direct-to-consumer platforms for more than 50 federations, leagues, and event organizers.
About Union Royale Belge de Handball (KBHB-URBH)
The Union Royale Belge de Handball is dedicated to promoting, organising, and developing handball in Belgium, supporting athletes at all levels and contributing to the growth and visibility of the sport nationally and internationally.
