British Handball has announced the launch of a campaign to retain the name of London's Olympic Handball Arena, following a decision to rebrand it as The Copper Box.

The 7,000-seat arena has been given the new name in order to reflect the materials used in its construction, but the national governing body said it could hinder the sport's continued growth in the UK.

British Handball chief executive Paul Goodwin said the 2012 Games provided the chance for handball to increase its popularity and encourage more people to take part in the sport.

Goodwin said: "We deserve to have all our good work in developing the sport recognised by the authorities by not giving the venue a generic title which does nothing to reflect its usage.

"Why have they not renamed other facilities in a similar vein? Perhaps the Velodrome will be called the big round wooden building or the basketball arena renamed as the marshmallow?"

Image: ODA/Anthony Charlton