Baltika Baku is part of the Carlsberg Group, which is the number one brewer in Northern and Eastern European markets. As an Official Partner of the 2012 Eurovision Song Contest, Baltika Baku has been granted extensive pan-European association, event, media and new media rights for the upcoming contest in Azerbaijan. Planned campaigns will promote the company's local brand Xirdalan in Azerbaijan and will feature other group brands on a European level.
"The EBU is very happy to welcome a strong international company such as Baltika as Official Partner of the 2012 Eurovision Song Contest. We are looking forward to a good co-operation in the months to come and, with their support, a great contest in Baku in May next year," says Jørgen Franck, TV Director ad interim of the EBU.
"We feel very proud for Azerbaijan to win the Eurovision Song Contest and believe it is going to be very special in 2012. Our sponsorship is part of Xirdalan's new brand strategy that aims to make Azerbaijan beer lovers enjoy the event to the full and for this we are planning to run more activations around the contest next year", said A.A. Tlehurai, CEO of Baltika Baku.
The agreement, which is part of an international commercial and marketing platform developed by the EBU for the Eurovision Song Contest, was negotiated by T.E.A.M. AG of Lucerne, Switzerland. T.E.A.M. has been the exclusive worldwide marketing agency for the commercial rights for the Eurovision Song Contest since 2004.
The Eurovision Song Contest has a rich tradition and heritage, dating back to 1956. It is one of the few truly pan-European television programmes transmitted live via the Eurovision satellite network, in prime time on free-to-air television and on line. The three shows attract over 100 million viewers throughout Europe and even on other continents.