‘Hands up for more’: How the 2025 IHF Women's World Cup Is Promoting Female Empowerment in Handball
Published on
by Mara Kottke
When the IHF Women's World Championship gets underway in Germany and the Netherlands this November, there will be much more at stake than just the title. Under the motto 'Hands up for more', the World Championship and the German Handball Federation (DHB) are using this major event to raise the profile of female empowerment in handball and promote it in a sustainable way, thereby sending a strong signal for equality and diversity in sport.
In this Insight:
"We are not yet where we want to be."
Saskia Lang, a former handball national player for Germany who is now a marketing manager at the DHB, speaks plainly: "We are still a long way behind countries like Denmark and Norway in terms of perception and appreciation of women's handball." While women's handball is an established part of the media landscape in these countries, Germany is still fighting for airtime on free-to-air television and the attention of the general public.
The discrepancy between men's and women's handball remains significant in terms of broadcasts, viewing figures, and financial conditions. "We need to inspire our own fans and get them to experience the World Cup live. Only then can we generate more attention outside the handball bubble," says Lang.
Female empowerment as a strategy of the DHB
With its 'Hands up for more' campaign, the DHB has created a platform that focuses on this issue. Saskia Lang emphasises that this is not about quotas, but about genuine participation. “We are specifically creating platforms for women in voluntary work, committees and the executive committee. More than 50 per cent of the volunteers at the World Cup are women. We want to show what women can achieve in handball."
The campaign comprises numerous initiatives, including free training for female referees, mini tournaments and a Germany-wide ball tour, during which clubs organise their own activities under the motto 'Hands up for more'. Lang is particularly proud of the social media initiative 'Voices for More', which gives players a voice and aims to encourage young girls and women to follow their own path. The initiative also addresses taboo topics.
Equal pay: progress and limitations
An important step has been taken in the DHB, where female and male national players now receive the same daily allowances for the same amount of work. “For us, equal pay means equal effort and equal compensation. However, when it comes to bonuses and salaries, we have to recognise the economic realities - revenues in women's handball are simply still lower," Lang explains. She believes it is the association's duty to promote equality wherever possible, and to do so on their own beliefs.
The World Cup as a catalyst for change
For the DHB, the 2025 Women's World Cup represents more than just a sporting highlight; it provides a platform for empowerment and offers an opportunity to drive sustainable change. “We want the arenas to be full. We want little girls to think handball is cool and to have real role models,” says Lang. The hope is that sporting success and a strong media presence could give women's handball the decisive boost it needs.
Media, sponsors and responsibility for equality
Lang believes that the media and sponsors have a vital role to play: “We need courageous partners who provide funding and collaborate with us to develop content, while also embracing female empowerment.” Companies such as ALSCO, who are exclusive league sponsors in Germany, show how both sides can benefit.
Vision: Women's handball as a matter of course
Saskia Lang's wish for the future is clear: “I want us to no longer have to discuss whether women's handball is televised – it should simply be a given.” To achieve this, more visibility, more female role models, and more courageous women in leadership positions are required.
The 'Hands up for more' campaign should not end with the final whistle of the World Cup, but rather lay the groundwork for future initiatives. Female empowerment in handball is not a trend; it is a movement that has been growing for a long time, and the 2025 World Cup could give it the decisive impetus.
