They are one of the largest businesses dedicated to the research of ancestry and family trees, offering DNA kits that make it easy for everyone to discover their roots. And now My Heritage is an official sponsor for the largest entertainment show in the world.
Earlier this month the EBU named the DNA specialists as Presenting Partner of the 2019 edition of the Eurovision Song Contest. The company has been granted a number of benefits as the main sponsor of the contest, including access to extensive media coverage, events and digital rights.
Jon Ola Sand, the Executive Supervisor of the Eurovision Song Contest, said the idea of lineage and building bridges across borders fits well with the goals of Eurovision.
“We are excited to have MyHeritage on board as Presenting Partner for the Eurovision Song Contest 2019. This new partnership is the perfect fit; underpinning our core values of diversity and inclusion, whilst bringing together different countries and nationalities in the spirit of discovery and creativity.”
My Heritage, an Israeli company founded in 2003, has become one of the largest genealogy websites in the world. Since 2016, the company has offered DNA testing to over 100 million registered users. It is said that they will work to reveal the DNA connections between past winners, participants and fans of the song contest. #JoinTheFamily!
Aviram Levi, the Chief Marketing Officer of MyHeritage, said:
“We are delighted to partner with the Eurovision Song Contest. As one of the world’s greatest gatherings that celebrates cultural diversity and creativity, we share the Eurovision Song Contest’s values. Helping people strengthen their bond to their families by establishing a connection to their family history and cultures of origin makes them realize that, while we are all unique, we are also more similar and connected than we think.”
The popularity of DNA testing services is at an all-time high. And so is enthusiasm for Eurovision — a massive multinational event that features a variety of cultures and languages. There hasn’t been a shortage of heritage-related songs and concepts — perhaps most evident in Armenia’s Eurovision 2015 act Genealogy with the song “Face The Shadow”. Family ties show up in every edition. In Lisbon, we had the rocking sibling duo of Zibbz and the emotional display between Lithuania’s Ieva Zasimauskaite and her husband in “When We’re Old”.
We can now reveal that Europe’s most popular family history and DNA company, @MyHeritage, will be our official Presenting Partner at next year’s contest in Tel Aviv! Watch this space for Eurovision DNA reveals from past winners, participants and fans of the show #ESC2019 pic.twitter.com/wV5oApg6jL
— Eurovision (@Eurovision) September 26, 2018
What do you think? Do you think this will enhance the heritage of the contest and help us #CelebrateDiversity? Are you a distant cousin of Dana International? Let us know down below!