Nivea is one of the world's leading personal care and styling brands and plays a key part in the Beiersdorf Group brand portfolio. Through the partnership with the Eurovision Song Contest NIVEA VISAGE has been granted extensive event association, media and new media rights. The key campaigns of the sponsorship will be around the NIVEA VISAGE YOUNG line brand, with territorial focus on Russia and Eastern Europe.
"The EBU is very happy to welcome Beiersdorf Group, and in particular the NIVEA VISAGE brand, to Europe's favourite TV-show. For almost 100 years, Europe and the world are familiar with NIVEA'S personal care brands and the quality they represent. This partnership once again underlines the strength of the Eurovision Song Contest as Europe's biggest communication platform in music and entertainment," says Bjørn Erichsen, Director of Eurovision TV.
"NIVEA VISAGE Young is happy to join this highly creative project! The brand's motto 'You are a Star with NIVEA VISAGE Young' perfectly matches with the Eurovision Song Contest that lights up new European stars every year. NIVEA VISAGE Young national projects open the world of fun and excitement for girls. NIVEA VISAGE Young range is specially designed for girls to give skin beauty and health and to grant a wonderful feeling of being really supercool to light up star of their own," a spokesperson said.
The agreement, which is part of an international marketing platform developed by the EBU, was negotiated by T.E.A.M. (Television Event and Media Marketing AG) based in Lucerne, Switzerland. T.E.A.M. is the worldwide exclusive marketing partner for the Eurovision Song Contest events since 2004 and Mediaedge:cia Moscow (the worldwide media agency of the Beiersdorf Group since 1999).
The Eurovision Song Contest has a rich tradition and heritage, dating back to 1956, and is without doubt Europe's favourite television entertainment programme. 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 it is watched by some 125 million viewers throughout Europe and beyond.
The two Semi-Finals of the 2010 Eurovision Song Contest will take place on 25 and 27 May, the Final on 29 May 2010 in Oslo, Norway. Some 40 countries are expected to be represented.