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

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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.

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