Moroccanoil will not renew Eurovision sponsorship

Israeli-founded hair-care brand Moroccanoil will not renew its sponsorship of the Eurovision Song Contest following the conclusion of its six-year contract, the European Broadcasting Union said.

The announcement came one day after the EBU introduced new eligibility rules for the 2027 contest. Under the new framework, a winning country may be barred from hosting if "an armed conflict, a sensitive geopolitical situation or any other situation materially affects the security, safety or stability of their state or immediate region." The EBU also gained authority to designate an alternative broadcaster to host the contest should the winning nation be deemed ineligible.

The EBU confirmed to The New York Times that "Moroccanoil has decided not to renew its sponsorship of the Eurovision Song Contest after six successful editions," Adding: "We have greatly appreciated the collaboration over the past few years and are grateful for their support of the song contest. We wish Moroccanoil much success in the future."

Moroccanoil was founded by Israeli brothers Mike and Erik Sabag, who began developing and selling argan-oil hair products in the Tel Aviv area in 2003. Montreal-based Carmen and Ofer Tal later acquired North American distribution rights and purchased the company in 2008.

The brand became Eurovision's presenting partner in 2021, following the contest's 2019 edition in Tel Aviv. The sponsorship was originally set to expire in 2025 but was extended after the 2020 contest was canceled due to COVID-19.

The partnership was notably tied to Eurovision's "Turquoise Carpet," Which debuted in 2021 as a replacement for the traditional red carpet and has featured in later contests. The carpet's color was selected to align with Moroccanoil's branding.

Whether Eurovision will revert to a red carpet for the 2027 contest in Burgas, Bulgaria, remains undetermined.