ESC as a sponsorship stage - how brands use the music spectacle strategically

The pulse is rising: After Nemo won the Eurovision Song Contest (ESC) 2024, Switzerland is hosting the gigantic music event this year. How Swiss sponsors and brands are using this unique opportunity to increase their visibility and achieve strategic goals was the focus of a high-profile evening event organized by the International Advertising Association (IAA) in Basel. m&k was on site and captured not only exciting insights into the discussions, but also the unique ambience of the evening in a report.

The evening event in the cultural stronghold of Basel provided a platform for discussing sponsorship strategies in the context of the Eurovision Song Contest 2025. IAA Board Member Markus Bucheli opened the evening and emphasized the importance of the ESC for both Swiss culture and the economy. "The Eurovision Song Contest is not only a cultural highlight, but also an important economic event," said Bucheli, Head of Marketing & Communication at Helvetia and IAA Board Member.

Basel gears up for the music spectacle

Beat Läuchli, Head of Project Hostcity Basel, opened the presentations and gave an insight into the city's extensive preparations. Basel is expecting thousands of fans from all over the world and, in addition to infrastructural measures, is also planning cultural programs to offer international guests a "unique experience". Various points of contact will be created for visitors, including the ESC Village in the exhibition hall, which as the "first indoor village in the history of the ESC" will offer new design options with sponsor partnerships, and Eurovision Square on Barfüsserplatz, which will focus on national and regional music. Special attention will be paid to safety and inclusion, with a 24/7 hotline and "Safe Spaces".

One guest at the event said: "Basel is active in advertising and works closely with many different stakeholders. This enables us to put on a great event, work well together and hopefully make it a success for everyone." Another guest felt a strong commitment to the region and thought it was great that such an event was taking place in Basel.

Focus on strategic sponsoring approaches

In his presentation, Thomas Pittino, Head of Marketing & Funding at SRG, shed light on how sponsorship can be used strategically as part of the ESC 2025. He emphasized that the ESC 2025 focuses on the principle of "Co-Creation and Openness". Pittino emphasized that the best results can be achieved through "teamwork and diversity of perspectives". SRG has formulated a vision for the direction of the ESC based on values such as "Unity and Belonging, Passion, Creativity, Ingenuity and Legacy". based.

ESC as a "positioning case"

Andrea Meier from Swisscom described the sponsorship of the ESC as a "positioning case" For Swisscom as a technology provider, it was a great opportunity to present its expertise in the field of network infrastructure. Meier emphasized that it takes courage to enter into such a commitment, but that it is a great springboard for brand positioning. She emphasized that it is an important task to demonstrate the added value for the business and the brand.

ESC as a "mission fit

Nelly Riggenbach, Director Brand Experience at Novartis, explained that sponsoring the ESC fits perfectly with Novartis' mission to improve the quality of life. There are three levels of sponsorship: the commitment to Basel as a location, employer branding and the consistency of content with Novartis' health focus. Riggenbach mentioned that Novartis is also using the commitment to show how many talented musicians are working among its scientists in Basel. She personally feels that working on such a major event is a unique experience. When asked about the influence of global diversity discussions, Riggenbach said that inclusion is anchored in the DNA of Novartis and that these issues are being addressed.

ESC as a "lifetime event on your doorstep"

Mathias Von Wartburg, Head of Marketing at Basler Kantonalbank (BKB), emphasized that the ESC is a "lifetime event on the doorstep" and represents a "huge opportunity" for the bank. It moves the city for six months and he expects a big celebration. BKB had formulated two visions: to contribute to making the ESC a celebration for the entire population of the region and to create a platform for the local music scene. Von Wartburg cited awareness and the hope of reaching a younger audience as key performance indicators (KPIs). He also mentioned the "60+ Party" as a new partnership, for which 500 tickets were sold within a short period of time. Von Wartburg also said that they were hoping for a "rejuvenation" of the audience. He also emphasized that the focus of the sponsorship was not directly on the sale of accounts. BKB also supports local projects such as the appearance of the Weischno Choir on the Barfüsserplatz. Von Wartburg was delighted with the varied program and the cooperation with the host city.

ESC as a "festival hut"

Daniel Brunner, Head of Branding at Helvetia Insurance, emphasized the regional context of the sponsorship, as Helvetia's headquarters are located in Basel. The aim was to transform the area around the headquarters into a festival mile and thus embody the motto "We are there when it counts". Brunner mentioned that Helvetia's sponsorship may appeal to a different audience than usual. He sees the commitment as an opportunity to present the brand as modern and diverse. Brunner emphasized that Helvetia has a clear internal stance on inclusion and diversity, regardless of global political developments. He found it very positive that the ESC should be a celebration for everyone and that tolerance is a top priority. Helvetia's newly opened premises served as the ideal host venue for the IAA event.

The IAA as a network and knowledge platform

Chantal Landis, Managing Director of the IAA and organizer of the evening, was very pleased with the discussions and networking opportunities. "The guests in attendance were enthusiastic about the discussions and the opportunity to make valuable networking contacts. The event not only provided a platform for sharing sponsorship strategies, but also an opportunity to feel the anticipation of the Eurovision Song Contest 2025." One guest praised the eloquent and great panel and felt that all sponsors put their heart and soul into supporting the event. Another participant was overwhelmed by the creativity and cooperation of all the partners in Basel and was looking forward to the event even more.

Conclusion

The Eurovision Song Contest 2025 in Basel not only promises to be a cultural highlight, but also offers committed brands a unique stage to present their strategies and reach new target groups. The IAA event impressively demonstrated how intensively the sponsors are engaging with this topic and what diverse opportunities they see in this major event. The IAA itself has further consolidated its role as an important networking and knowledge platform for the communications industry.