The Eurovision Song Contest is getting a wardrobe refresh, and fans can now update their own looks to match. A newly launched online shop offers a wide range of merchandise celebrating 70 years of the beloved music competition, coinciding with the journey towards ’s contest in Vienna.
The revamped Eurovision Song Contest Shop features designs incorporating the logo unveiled at the end of , alongside entirely new product lines never before available to Eurovision enthusiasts. These include stylish football shirts and a variety of accessories, expanding beyond the traditional t-shirts and hoodies.
A Collaborative Effort with Sandbag
Behind the new merchandise is a collaboration with Sandbag, a design company with a proven track record working with major musical artists like Radiohead and BTS. Notably, Sandbag also designed the merchandise for the ABBA Voyage show in London, demonstrating their experience within the music and entertainment space.
Christiaan Munro, a founder of Sandbag, explained the thought process behind some of the new items. The introduction of the football shirt, he said, reflects the competitive spirit of Eurovision, often described as “music’s very own sports tournament” and the “Olympics of song.”
“The metaphor of being part of a team and being united by the love of a sport…makes the inclusion of the Football shirt…quite apt. This shirt celebrates Eurovision as a whole. Like in sport, we will always support our own…but the reason we are able to enjoy doing so is because of the platform that Eurovision provides. We are Eurovision fans so by wearing these shirts, we show with pride our support for such an amazing event.”
– Christiaan Munro, Sandbag co-founder
The track jacket, another new addition, was conceived with versatility in mind. Munro highlighted its suitability for both athletic activities and casual wear, referencing the Italian tradition of “La Passeggiata” – a leisurely stroll – as an ideal setting for the garment.
When asked what song from Eurovision’s history would best represent the new collection, Munro chose Dana’s winning entry for Ireland in , “All Kinds Of Everything.” He noted the song’s title aptly reflects the diverse range of products currently available and planned for future releases.
“Given the variety of products available now, but more so, those that we are planning to make available to Eurovision in the future, it would have to be Dana’s winning entry… ‘All Kinds Of Everything!’”
– Christiaan Munro, Sandbag co-founder
More Than Just Merchandise: Building Community
The launch of the new shop isn’t just about offering new products; it’s about enhancing the fan experience. Eurovision is offering a 10% discount to fans who create a free Eurofan account on eurovision.com. Eurofan members will also gain exclusive early access to upcoming product launches and collections.
The shop’s offerings currently include t-shirts, sweatshirts, hoodies, accessories, and collectible items, with prices ranging from $35 for a Vienna Logo T-Shirt to $138 for a Eurovision Track Jacket. A pin badge set is available for $17, while t-shirts generally retail for $49 or $55.
Sandbag anticipates a continuous stream of new products leading up to Vienna 2026 and beyond, with plans for seasonally themed collections and a responsive approach to fan feedback. Munro emphasized the company’s commitment to delivering high-quality merchandise that resonates with the Eurovision community.
“I don’t want to ruin the surprise but there’s going to be some great products both ahead of Vienna and into the future…Our hope is that Eurovision fans will be delighted by a range of seasonal products, that are of a quality they trust, throughout the year.”
– Christiaan Munro, Sandbag co-founder
The new Eurovision Song Contest Shop represents a significant step in expanding the brand’s presence and providing fans with more ways to connect with the competition they love. It’s a chance to “dress loud, sing proud, and show your colours” as the excitement builds for Vienna 2026.
