The European Broadcasting Union (EBU) and Capri-Sun have announced a partnership for the Junior Eurovision Song Contest 2026. The well-known drinks brand becomes the contest’s first-ever Official Partner this year, when the show will take place at the Malta Fairs & Conventions Centre (MFCC) in Ta’ Qali (Malta) on Saturday 24 October with 16 countries competing.
The sponsorship agreement marks a new step in the commercial development of Junior Eurovision and will allow Capri-Sun to be part of this year’s contest through digital and social media activations and on-site activations in Malta.
This commercial agreement comes in an edition in which the Junior Eurovision Song Contest moves to prime time (21:00 CEST), which may have encouraged advertisers to promote themselves during peak viewing hours in a show broadcast by several European broadcasters.
Capri-Sun, a fruit drinks brand launched in Germany in 1969 and currently consumed in more than 100 countries, will thus be linked to an edition that brings together young artists from different countries across Europe and beyond in a celebration of music, creativity and performance.
The first commercial partnership in Junior Eurovision history
In its announcement, the EBU highlights that this partnership is the first commercial partnership in the history of the Junior Eurovision Song Contest, which began in Copenhagen 2003. The agreement comes at a time of growing presence for the contest on both television and digital platforms.
The organisation points out that the 2025 edition reached 16 million people across 14 measured television markets, while its average viewing share was 23% higher than broadcasters’ usual performance in the same time slot. In addition, the 2025 season generated 163.6 million video views on the contest’s official social channels and 7.9 million engagement actions across TikTok, Instagram and Facebook.
Martin Green CBE, Director of the Junior Eurovision Song Contest, welcomed the brand’s arrival and highlighted the connection between the values of both parties, stressing that they share the same spirit of creativity, energy and music.
“The Junior Eurovision Song Contest is all about young people coming together to share their creativity, energy and passion for music, and Capri-Sun is a natural fit for that spirit.”
“We’re delighted to welcome Capri-Sun as a sponsor for this year’s event in Malta and look forward to working together to make this year’s Contest an even more memorable experience for our young fans and audiences across Europe and beyond.”
Martin Green CBE, Director, Junior Eurovision Song Contest
For its part, Capri-Sun said that being part of the Junior Eurovision Song Contest is an opportunity to support young artists on an international stage. The company also highlighted that bringing enjoyment to young people and families is at the heart of the brand, a spirit it now wants to extend to the world of Eurovision.
“As a brand enjoyed by families around the world, Capri-Sun is proud to be part of a celebration that creates joyful moments and gives young talents the opportunity to shine on an international stage.”
Capri-Sun
With its 25th edition on the horizon and the arrival of Capri-Sun, the Junior Eurovision Song Contest also begins a new stage in its commercial strategy, adding its first Official Partner to a structure that until now had relied mainly on its broadcast agreements and its growing digital presence.
What is Capri-Sun? Meet the sponsor of the Junior Eurovision Song Contest 2026
Capri-Sun is an international fruit drinks brand best known for its juices and drinks sold in individual pouches. It was born in Germany in 1969, launched by the company founded by Rudolf Wild, and over the years its products have been sold in many countries around the world.
One of the most recognisable features of Capri-Sun is its flexible, lightweight pouch with a straw, designed to be easy to drink on the go. The brand offers different varieties and flavours, including orange, multivitamin and other fruit flavours. Depending on the product and the market, some drinks contain fruit juice while others are fruit drinks with different proportions of juice.
The brand belongs to the Capri Sun Group, headquartered in Zug (Switzerland). Capri-Sun has developed various initiatives related to its packaging and to reducing its environmental impact, such as changes in the materials used and projects aimed at improving recyclability.
Thanks to its practical format, wide range of flavours and international presence, Capri-Sun has become a well-known brand, especially among children and young people. Its products can be found in supermarkets, shops and food stores in more than 100 countries.