Baileys teams up with EurovisionBy Alice Brooker
Diageo-owned Baileys liqueur has become the official partner of the Eurovision Song Contest after signing a three-year contract with the music competition.
Eurovision is an international music competition between participants representing countries of Europe. This year, Eurovsion is taking place from 9 to 13 May at Liverpool Arena, UK.
Jennifer English, global brand director for the liqueur brand, said: “At Baileys, we are huge fans of the Eurovision Song Contest and we are excited to drizzle some deliciousness over this year’s event. It is one of the world’s most joyful celebrations loved by millions across the globe, championing inclusive and diverse cultures and communities.
“We believe our treats are for every adult, no matter your sexuality, ethnicity, ability or gender and are very proud and honoured to be involved in the contest.”
The brand will ‘bring delicious moments’ to the arena, as well as to Eurovision parties across the world. The theme for this year’s contest is ‘United by Music’.
Martin Österdahl, executive supervisor for the Eurovision Song Contest, commented: “The Eurovision Song Contest is the world’s biggest live music event, loved by millions across the globe.
“It’s exciting, therefore, to partner with the world’s most loved spirits brand, Baileys. This year’s contest is set to be both special and spectacular. We look forward to welcoming Baileys to the celebrations and invite everyone to join in and be United by Music in May.”
The liqueur brand recently released a limited edition vanilla and mint-flavoured variant ahead of St Patrick’s Day (17 March) in the US.