The retirement of Nikola Karabatic, its symbol for almost two decades, places the French handball team, which begins its World Cup on Tuesday, facing a certain void, more on the marketing level than on the sporting level.
For the first time in 23 years – with the exception of the 2021 World Cup for which he was injured – the Blues will compete in a competition without the man who is considered the best player in history.
Karabatic, who retired this summer at age 40, was according to Nedim Remili “the icon of our generation, even of several generations”those of these French handball players who reigned over a good part of the 21st century.
And probably the only player known in France beyond the small circle of « glue bales »like Jackson Richardson before him, the first French icon, in the 1990s.
Both “unquestionably accelerated the notoriety of our sport”estimates Philippe Bana, president of the French Handball Federation (FFHandball), to AFP.
“People who didn’t know handball knew Niko Karabatic”underlines center-half Aymeric Minne for his part.
For François-Xavier Houlet, ex-international and current consultant for BeIN Sports, Karabatic “leaves a big void inevitably and almost in spite of himself, because he was not someone who necessarily sought the light or who had an appetite for +punchlines+”.
Nikola Karabatic surrounded by some of his teammates from the French handball team after their defeat against Germany on August 7, 2024 in the Pierre Mauroy stadium in Villeneuve-d’Ascq in the north of France during the Paris Olympics / FRANCOIS LO PRESTI / AFP/Archives
“He was relatively discreet, both outside and with the team”he adds to AFP.
“Who are we highlighting? »
The French team, in fact, has not revolved around him for several years, led by Dika Mem, Nedim Remili or even Ludovic Fabregas.
But the tutelary figure of the elder Karabatic, a priori the only handball player whose career (with that of his brother Luka) has been told in a comic strip (volume 1 of which was published at the end of 2024), will be missed in French handball on media and marketing plans.
“The media are asking questions, very large partners have questioned us in recent weeks: +But then with whom do we enter into individual contracts?+, +Who are we putting forward? »says Philippe Bana.
Answer: no one and everyone at the same time. Because becoming the standard bearer of a sport cannot be decreed, but is eventually imposed gradually from the outside, a subtle cocktail between collective performances (the Blues of Richardson and Karabatic have won titles) and individual performances, and the ‘returned image.
“Team Brand”
French handball players Dika Mem (left) and Nedim Remili after beating Denmark in the final of the Tokyo Olympics on August 7, 2021 at the Yoyogi National Stadium in Japan / Franck FIFE / AFP/Archives
Dika Mem and Nedim Remili, captains for several years, or Elohim Prandi, whose free kick to snatch extra time at the last second in the semi-final of Euro-2024 against Sweden has gone down in history, have the profile.
“(Prandi) also has a personality, a look, a presence, a somewhat particular game and his level of play is quite extraordinary,” underlines Houlet.
But according to the former international, pushing a star forward is not in the genes of French handball: “Each time, it was slowed down, by the group or the player himself. Even in the days of +Jack+” (Richardson, with whom he played) when the sticky ball was to become known to the general public.
“The Jackson era was difficult because he carried our sport so much that for others, it was a form of shadow”remembers Philippe Bana, DTN of the federation from 1999 to 2020 before taking over its presidency.
“Also, we were very careful with Claude Onesta (coach from 2002 to 2016, Editor’s note), from the arrival in the team of Nikola Karabatic, to ensure that there were several standard bearers”he adds.
Several players were highlighted in the communication campaigns because, continues Bana, “a team brand is perhaps more durable than an individual brand”. Even though Nikola Karabatic ultimately attracted more light.
