Nordea becomes a main sponsor of the Swedish Melodifestivalen tour

19-10-04 17:07 | About Nordea

Nordea has agreed to become one of five main sponsors of the Melodifestivalen tour – Sweden's leading musical competition and broadcasting production. Melodifestivalen is a great opportunity to meet customers all over the country, Per Långsved, country senior executive of Nordea Sweden said.

Sweden joined the Eurovision Song Contest in 1958 and the Swedish national selection, Melodifestivalen, has since attracted viewers and live audiences by the millions. This year, 22 million people followed the tv show, and 141 000 people went to the live events. Nordea will now be one of the five main sponsors of the Melodifestivalen 2020 tour.

”We are very proud to be a main sponsor of the Melodifestivalen tour. Nordea is a bank for all of Sweden and we are there for our customers throughout their lives – all the way from saving for children to buying a new home and saving up for retirement. Many Swedes feel passionately about Melodifestivalen and this is a great opportunity for us to meet customers all over the country”, said Per Långsved.

The tradition for the Melodifestivalen competition to tour six Swedish cities started in 2002. This year the tour kicks off on 1 February in Linköping and makes visits to Gothenburg, Luleå, Malmö and Eskilstuna before it ends with a grand finale at Friends Arena in Stockholm on 7 March 2020. 

”It is important for us to meet our customers. We do this by arranging local customer events and digital coaching sessions, and by being active in our communities. Melodifestivalen will serve as an additional important meeting place for us”, Per Långsved said.

”Melodifestivalen is one of Sweden's largest and most popular happenings. As one of the main sponsors, the Nordea brand will get extensive exposure. This will allow us to develop our relationship with both existing and new customers all over Sweden, via several important channels – television, social media and on-site in six different cities. We look forward to participating and creating memorable experiences for both visitors and tv viewers”, said Tomas Björklund, head of sponsoring and events at Nordea.

Read more about Melodifestivalen (Swedish).

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