Driving Fan Interaction and Sponsorship Value at the EHF FINAL4 Women 2025
The EHF FINAL4 Women 2025, held at the MVM Dome in Budapest, set a new benchmark in live sports fan engagement. With nearly 20,000 spectators in attendance and selfie submissions coming from 31 countries, the event was a powerful display of how technology can turn global audiences into active participants – regardless of physical presence at the venue.
The platform enabled fans to snap a selfie, choose a cheer message, and see themselves instantly appear on the MVM Dome’s giant screen and courtside LED boards – creating powerful emotional moments in real time. These appearances were also visible on live TV broadcasts, significantly enhancing sponsor visibility and allowing MOL to be part of fans’ most joyful, shareable experiences, both in the arena and around the world.
*Fans are cheering from the court side LEDs
What made this activation exceptional was its reach. Fans of all four participating teams could join the experience – even if they were not physically in Budapest. This inclusive approach broadened the emotional and commercial impact of the campaign while fostering a sense of belonging among international fanbases.
Record-Breaking Engagement
This year’s activation was the most successful in handball history in terms of selfie participation. Compared to the previous Women’s FINAL4 event in 2023, Seyu received more than double the number of selfies, setting a new record for the highest volume of fan-generated photos ever recorded during a handball weekend. More than 4,000 in-stadium fans took part in the activation.
In-venue engagement exceeded expectations, with over 20% of the entire live audience taking part in the activation.Trained local hostesses played a supportive role in this success by offering guidance, encouraging participation, and helping attendees navigate the platform. Their involvement coincided with a 39% increase in engagement, contributing to nearly a third of all submitted photos.
Tangible Business Results
Beyond fan engagement, the activation delivered substantial marketing value for MOL. The brand’s logo wasn’t just a static visual — it became an integral part of the fan experience, appearing alongside smiling, excited supporters both in the arena and on-screen. This created an emotional association between the positive atmosphere of the event and MOL’s brand, reinforcing its presence in a natural, memorable way.
The activation also generated more than 1000 GDPR-compliant email leads, with a 79% opt-in rate for future communication.
To further extend brand exposure, Seyu’s platform delivered automated follow-up emails featuring MOL’s sponsor message, achieving an 11% click-through rate — significantly outperforming industry benchmarks.
Audience Insights
The platform not only engaged fans in the moment but also delivered valuable demographic and behavioral data for future marketing. The gender split was almost perfectly balanced, with 52% women and 48% men engaging with the platform. The activation attracted a predominantly young audience, with 54% of participants under the age of 40.
Further demonstrating strong brand affinity, the campaign revealed a 67% merchandise penetration rate among participants, a clear indicator of high commercial potential for retail and sponsor partners.
Conclusion
Seyu’s activation at the EHF FINAL4 Women 2025 exemplified the power of digital engagement in live sports. By seamlessly integrating fans into the event experience, the platform delivered not just visibility, but measurable marketing impact, fan connection, and partner value. With unmatched photo volume, a highly engaged audience, and significant data insights, this campaign set a new standard in the world of handball and beyond.
About MOL Group
MOL Group is a leading integrated Central and Eastern European oil and gas corporation, headquartered in Hungary. With a strong commitment to innovation, sustainability, and community engagement- including long-standing support for sports – MOL actively contributes to initiatives that bring people closer together. As a key partner of Seyu, MOL helps shape the future of digital fan experiences.
About ‘Seyu – Together for victory!’
‘Seyu – Together for victory!’ came to life as a result of an innovative idea of sports enthusiasts who wanted to surround themselves with professionals and work for the same goal in life – creating a lasting experience for all fans around the world. An experience through which they not only feel more connected to the sport itself but also connect with their fellow supporters.
The Dutch – Hungarian startup already proved its solution in 1000+ sports events across 34 countries in more than 28 different sports, enabling 400.000+ fans to show their devotion in real-time from anywhere in the world. Seyu gives both remote and in-person supporters the chance to take selfies, add motivational messages and post them with custom-branded frames on various platforms, whether it’s an online live stream of an event, a giant screen of a stadium, or the social media page of a right holder.
