Basel Cantonal Bank (BKB) announced its sponsorship of Eurovision 2025 in Switzerland, joining Novartis. The bank aims to support the event’s local impact and cultural significance in Basel.
Basel Cantonal Bank (BKB) has officially announced its role as an additional sponsor for Eurovision 2025 in Basel, Switzerland. This announcement follows the declaration of Novartis as the official sponsor of the competition, marking the first time in three years that TikTok is not serving in this capacity. BKB, operating in Basel, recognizes the importance of financial support for Eurovision, which will be held in Basel for the first time, to ensure that the local population can experience and celebrate this unique moment in the region.
A Platform for Creativity and Cultural Diversity
In their statement, BKB, founded and operating since 1899, emphasized that the Eurovision Song Contest is not merely a music competition but a platform that strengthens creativity, cultural diversity, and a sense of community. The bank shares that, as part of its values, it believes in the goal of embedding the competition into the cultural identity of the region and making it sustainable. BKB has always been committed to the quality of life and cultural life in Basel, and as sponsors of the contest, they will ensure that the positive impact of the competition extends beyond the event itself.
Commitment to a Unique International Event
Basil Heeb, CEO of BKB, also commented on the sponsorship:
“Our commitment is to a globally unique event that brings people together in Basel and invites the entire region to an unforgettable experience. We are proud to be part of this special event and to bring the unmistakable atmosphere of the ESC to the city.”
The bank’s involvement as a national sponsor underscores the significance of Eurovision 2025 for Basel and the surrounding region, promising to enhance the cultural and economic impact of this global music event.
Novartis – The Official Sponsor of Eurovision 2025
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: Basler Kantonalbank
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.
