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THE CLUB<br />
COMPETITIONS<br />
THE META-<br />
MORPHOSIS<br />
FROM UGLY<br />
DUCKLING TO<br />
FLAGSHIP<br />
EVENT<br />
When, in the summer of 1993, the EHF took over the task of organising<br />
the club competitions, things looked pretty dismal: marketing was<br />
virtually non-existent, the sports-political situation was sensitive.<br />
The beginnings were hence complex, but a number of cautious reforms<br />
have since turned the Champions League and the EHF Cup into<br />
premium products of club handball. Today, the VELUX EHF FINAL4 is<br />
the event pulling the largest crowds in European handball.<br />
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