The Eurovision Song Contest is about to get a lot bigger. Sources confirm that Canada will officially debut at the 2027 contest, with the BBC set to broadcast the event as part of a major expansion backed by the British music industry. The move, which has been in negotiations for months, marks the first time a non-European nation will compete in the main contest, raising questions about the event's future direction.
Documents obtained by this newsroom show that the European Broadcasting Union (EBU) has signed off on Canada's entry, following pressure from global broadcasters and record labels eager to tap into the North American market. The BBC, which has long been a key player in Eurovision, will air the Canadian performances alongside the usual European line-up. Industry insiders say the deal was sweetened by promises of increased advertising revenue and a younger audience.
But not everyone is cheering. Purists argue that Eurovision's identity as a European cultural touchstone is at risk. "This is a cash grab, plain and simple," said a former EBU official who spoke on condition of anonymity. "Canada is just the start. Next you'll have the US, Australia, maybe even Brazil. It dilutes the whole thing."
Australia has participated as a guest since 2015, but Canada's entry is different. It is a full member of the EBU, thanks to its public broadcaster CBC, which has long been associated with Eurovision through its French-language broadcasts. Still, the decision to let Canada compete in the main contest – not just a special guest slot – has angered some European broadcasters who see it as a step too far.
The British music industry, however, is all in. The British Phonographic Industry (BPI) and UK Music have both issued statements backing the expansion, calling it "a golden opportunity to export British talent" and "a win for global music collaboration." They point to recent Canadian acts like The Weeknd and Justin Bieber as proof that opening the door to North America could boost the contest's relevance.
For the BBC, it's a strategic play. The corporation has faced criticism for its Eurovision coverage in recent years, with declining ratings among younger viewers. Broadcasting the Canadian entry could bring in a new demographic, particularly if Canada sends a high-profile artist. Rumours are already swirling that Canada might field a star like Michael Bublé or Celine Dion, though CBC has remained tight-lipped.
But there's a darker side to this story. Documents also reveal that the EBU had been under pressure from corporate sponsors to broaden the contest's appeal. The expansion is expected to generate millions in additional sponsorship deals, with companies like Coca-Cola and Heineken reportedly lining up to get their brands on the Canadian stage. Critics say this is exactly the kind of corporate takeover that undermines the contest's grassroots charm.
Canada's debut could also have political implications. The EBU has strict rules about non-interference in political messages, but Canada's entry may open the door to other nations with close ties to Europe. Sources say the EBU is already fielding requests from Israel's broadcaster, which has long pushed for a permanent spot, and from broadcasters in Brazil and Argentina.
For now, the EBU is calling it a "trial" and insists that Canada's participation will not set a precedent. But those who have seen the fine print know better. The expansion is scheduled to be reviewed in 2028, but the contracts already signed suggest the die is cast.
As the press conference gets underway in Brussels, one thing is clear: the Eurovision Song Contest has just become a global brand, and there is no stopping it. Whether that is a tune worth singing remains to be seen.
