Germany’s iconic Bambi Awards will not take place in 2026. Organizers cite rising costs and economic pressure. The event is set to return in 2027 with a new concept.
Media professionals and sponsors who rely on the Bambi Awards for brand exposure and audience engagement will need to adjust their plans for 2026. Hubert Burda Media has confirmed it will pause the high-profile event this year, citing significant economic challenges and the substantial organizational and financial demands of staging the awards.
The absence of a Save-the-Date for the November gala had already raised questions among regular attendees. Burda Media stated that the decision to pause Bambi was made after evaluating the current economic climate and the resources required for such a large-scale production. The company intends to continue developing the Bambi brand, with a relaunch planned for 2027 featuring a new format.
This marks the first major cost-cutting move under new CEO Elisabeth (Eli) Varn, who took over in July following the departure of Jan Wachtel. Wachtel’s tenure was marked by ambitious restructuring plans, but disagreements over Burda Media’s strategic direction led to his exit. The Bambi Awards, established in 1948, have long been a core part of Burda’s identity and a major vehicle for marketing and image-building, attracting international celebrities and high-profile sponsors.
Recent editions of the gala have featured stars such as Cher, Sarah Jessica Parker, and Robbie Williams, alongside sponsors like Chopard, Aigner, Schwarzkopf, IhreApotheken.de, and Lloyd. Additional partners, including Andechser Natur, Augustiner Bräu, Champagner Laurent-Perrier, Degussa, Edeka, Nespresso, and Staatlich Fachingen, have helped offset event costs. The Bavarian State Chancellery has also provided financial support to keep the event in Munich, emphasizing its value for international visibility and city marketing.
Burda has invested heavily in digital reach for Bambi, leveraging a dedicated YouTube channel, a social media newsroom, and active accounts on Facebook, TikTok, and Instagram. In 2025, the company reported a gross reach of 210 million on its own social channels, 442 million impressions, and 8.7 million interactions. Traditional media coverage included 5,500 articles and a gross reach of 3.87 billion.
The event’s broadcast history has shifted in recent years. ARD aired the gala for 24 years before ending its contract in 2019. After a three-year pandemic pause, ProSiebenSat.1 took over in 2023 but withdrew after one edition, with viewership falling to 880,000 compared to over three million for the last ARD broadcast. In 2024, Prime Video became the media partner, and TikTok joined as an entertainment partner in 2025, streaming live from the red carpet. Despite these efforts, the loss of linear TV exposure and the withdrawal of major sponsors such as McDonald's, Wilkinson, and Mercedes have made the event harder to finance. According to sources close to the publisher, the awards could not be refinanced for 2026.
Internal cost pressures have also played a role. Reports suggest Burda may cut up to 300 jobs this year, following a review of all business units for profitability and savings potential. Executives reportedly considered it untenable to host a lavish gala while implementing significant staff reductions, fearing reputational damage to the Bambi brand.
Large-scale media events facing financial headwinds are not unique to Burda. For example, Unilever recently mobilized tens of thousands of creators for a major campaign, as detailed in this report on global influencer activations, highlighting how brands are rethinking event and sponsorship strategies in response to shifting economic realities.
