The Ligue Nationale de Handball (LNH) has officially expanded its commercial roster by signing a multi-year partnership with the Japanese technology giant Konica-Minolta. The agreement, which spans three seasons starting from 2026/2027, marks a strategic return for the brand, which previously partnered with French handball between 2012 and 2014.
Formerly synonymous with cameras, Konica-Minolta now leads in digital corporate transformation. This move follows a wave of Asian tech giants entering the French professional sports market, such as Xpeng in rugby’s Top 14 and Xiaomi in basketball’s Betclic Elite.
A Partnership Driven by Purpose
The deal goes beyond standard advertising. Konica-Minolta intends to activate the partnership through community-driven initiatives, with a heavy emphasis on wheelchair handball and social inclusion.
“This partnership perfectly embodies our vision: combining performance, proximity, and commitment,” stated Jonathan Leyva, CEO of Konica Minolta Business Solutions France. “By leaning on a sport deeply anchored in local territories, we aim to strengthen our bond with clients while delivering concrete initiatives for inclusion.”
New Era: Play-offs and Naming Rights
The timing of the announcement coincides with a “record-breaking” commercial period for the LNH. The league is currently preparing for a major structural shift in the 2026/2027 season, which will introduce a play-off system. The new format will see the top four teams compete in home-and-away semi-finals and a high-stakes final.
Furthermore, anticipation is building for the league’s next naming rights sponsor to succeed Liqui Moly. Sources suggest a deal worth between €1.2 million and €1.5 million is nearing completion, with an official reveal expected before the summer of 2026.
Expanding Horizons
Internal sources at the LNH describe the current commercial momentum as “exceptional.” With two more major partner signatures expected in the coming weeks, the French Handball League continues to solidify its status as one of the most attractive professional sports properties in Europe.