The New Markets' Project focuses on introducing handball in key markets around the world in countries where handball is not well-known but which have a huge potential.

The project began with Great Britain in 2015 with great success and is now underway in China and the USA. Canada was the most recent country chosen to participate in the project – a federation showing a lot of potential with their recent finishes at the IHF Trophy and the Men’s North American and the Caribbean Emerging Nations Championship. India is scheduled to participate in the project in the coming years.