romain petiteau brand content manager

The Ligue Nationale de Handball (LNH) is the governing body responsible for organizing and promoting professional men’s handball in France. Founded in 2004, it oversees the country’s top-tier competitions, including the Liqui Moly StarLigue (first division), ProLigue (second division), and the Trophée des Champions. Under the umbrella of the French Handball Federation, the LNH plays a key role in the professionalization and visibility of the sport, both nationally and internationally. With strong clubs, passionate fanbases, and growing media coverage, the LNH is a driving force behind the rise of handball within the french sports entertainment scene.

A rebranding effort designed to support diversification goals and audience loyalty.

This new brand territory aims to reaffirm the prestigious positioning of the “StarLigue,” at a time when the league’s visibility is challenged by star players leaving for more lucrative markets. The objective: maintain competitive strength and reinforce the promise of offering “The best of handball.”

The brand positioning was strengthened around core values rooted in the institution’s DNA.

Boldness: asserting its ability to innovate and stand out in the French sports landscape

Authenticity: aligning growth strategy with foundational values

Proximity: fostering athlete accessibility and encouraging fan identification

A new graphic identity built around bold color-block codes enhances competition recognition. It features the Tusker Grotesk typeface, chosen for its impactful aesthetic and wide range of weights and widths.

Tone of voice : informal language, direct address (tu instead of vous), with a cheeky, sometimes irreverent tone that embodies the brand’s bold and authentic spirit.

Narrative and content strategy have been redesigned to enrich the experience for the existing fan base, while generating a pull marketing dynamic to attract new audiences.