The European Broadcasting Union announced that Swiss pharmaceutical company Novartis is the official sponsor of Eurovision 2025, to be held in Basel, the company’s hometown! Who did Novartis replace, and what are the implications for the Eurovision contest?
The European Broadcasting Union recently announced Swiss pharmaceutical company Novartis as the “official partner” (sponsor) for Eurovision 2025, replacing TikTok, which had held this role for the past three years. This new collaboration with Novartis provides Eurovision with a unique platform to highlight the values of science, health, and innovation, as well as celebrate the talent characteristic of the company’s workforce. With 78,000 employees from over 100 countries, Novartis believes in shared creativity and international collaboration – values they share with the Eurovision Song Contest.
Eurovision and Novartis: A Partnership of Innovation and Excellence
Martin Österdahl, the Executive Supervisor of the Eurovision Song Contest 2025, stated: “We are thrilled to announce Novartis as an official partner of the Eurovision Song Contest 2025! With their headquarters in next year’s host city, it’s great to have Novartis, a global leader in healthcare, supporting the Contest in Basel. This partnership marks an exciting collaboration between two iconic brands known for their commitment to innovation and excellence. Together, we stand for a vision of unity, hope, and the belief that through collaboration, we can achieve extraordinary things.”
Rob Kowalski, Chief People & Organization Officer at Novartis, added: “Novartis is honoured to be an official partner of the 2025 Eurovision Song Contest in Basel – our home city. Both our organisations were born in Switzerland and believe deeply in the power of collaboration and bringing people together.”
The producers of Eurovision 2025 from the Swiss Broadcasting Association SRG SSR, Reto Peritz and Moritz Stadler, further commented: “We are delighted to welcome Novartis on board and are excited about their commitment and engagement. Their support will play a key role in helping us reach our goals and make a meaningful impact.”
Impact on Eurovision 2025 and Future Expectations
Novartis will serve as the official partner after TikTok concludes its role, which it has held for the past three years as Eurovision’s partner. This dramatic change may affect the nature of the competition as it has existed in recent years and lead to a reduction in international exposure for artists and the contest, which was mainly achieved through the TikTok platform.
It’s worth noting that TikTok made a significant contribution to increasing the popularity and exposure of Eurovision in recent years, providing an exclusive platform for images and videos from countries’ first rehearsals on stage. TikTok, which has gained significant momentum as a leading social network worldwide since the COVID-19 pandemic, was an important hub for sharing Eurovision content with international audiences and disseminating it.
Now, with the end of this collaboration, it remains to be seen how this exclusive content will be published in the future instead of on TikTok and which platform will be chosen for sharing in its place.
Source: eurovision.tv
Eurovision 2025: This will be Switzerland’s 65th participation in the Eurovision Song Contest. Switzerland joined the competition in 1956, being one of the seven founding countries, and has won three times over the years. Its most recent victory was at the last Eurovision in 2025, with Nemo’s song “The Code.” This win follows Switzerland’s previous victory in 1988 with the song “Ne partez pas sans moi,” performed by international singer Céline Dion.
