The Growing Allure of the Eurovision Song Contest to Brands

The Growing Allure of the Eurovision Song Contest to Brands 

With an audience of more than 161 million people, the international event is finding favor with sponsors

It’s Eurovision Song Contest week (ESC), which for those in the know is either a good or a bad thing. But it’s a big deal in Europe (and Australia) nevertheless.

The winning country from the previous year usually hosts the multinational music extravaganza, but this year, the event will take place in Liverpool, England, despite being won by Ukraine. The reasons for that are obvious and unfortunate with the war against Russia continuing, and the U.K. was the runner-up in 2022.

And so, the competition comes to the U.K. with the usual swirl of color, noise, silliness and an outpouring of joy from the hundreds of people involved in the production and the millions around the world who tune in.

Headshot of Stephen Lepitak

Stephen Lepitak

Stephen is Adweek's Europe bureau chief based in Glasgow.

Headshot of Brittaney Kiefer

Brittaney Kiefer

Brittaney is Adweek's creative editor based in London.