# Handball-Bundesliga marketing and media expansion > Live situation record from CLSTR: https://clstr.news/situations/handball-bundesliga-marketing-and-media-expansion > Updated: 2026-09-18T13:01:34.000Z. Sources: 4. Developments: 2. Handball-Bundesliga (HBL) President Uwe Schwenker has announced plans to utilize an influx of international star players to enhance the league’s marketing visibility and media impact. The arrival of high-profile players such as Alex Dujshebaev, Dani Dujshebaev, and Aymeric Minne is expected to strengthen the league’s brand. While some elite German players like Juri Knorr are moving to foreign clubs, Schwenker views these moves as beneficial for professional development and the national team. To support this growth, the league is leveraging new naming sponsors and broadcasting partnerships. Specifically, a cooperation between SPORTBILD.de and the streaming service Dyn will expand coverage, including free live broadcasts of 34 HBL matches. This expansion includes high-profile matchups, such as games involving MT Melsungen and SC Magdeburg, which will be available via WELT TV and digital streams. ## Timeline ### 2026-09-18: Handball-Bundesliga coverage expands via SPORTBILD and Dyn partnership SPORTBILD.de and Dyn are launching a live sports offensive, offering free broadcasts of over 150 games from six German leagues, including 34 handball matches such as MT Melsungen vs. SC Magdeburg. 2 sources. https://clstr.news/cluster/handball-bundesliga-coverage-expands-via-sportbild-and-dyn-partnership ### 2026-08-31: Handball-Bundesliga president to leverage new star players for marketing HBL President Uwe Schwenker aims to boost league visibility through new star signings while viewing the departures of key players like Juri Knorr to international clubs as a benefit for player development. 2 sources. https://clstr.news/cluster/handball-bundesliga-president-to-leverage-new-star-players-for-marketing --- Cite as: Handball-Bundesliga marketing and media expansion. CLSTR, https://clstr.news/situations/handball-bundesliga-marketing-and-media-expansion