Eurovision Star Noam Betan Sells Michel Song Rights to Bezeq
Eurovision 2026 runner-up Noam Betan has sold the commercial rights for his hit song Michel to Bezeq for a major advertising campaign featuring Assi Cohen, following a previous million-shekel deal with Renuar.
Before bursting onto the public consciousness as Israel's representative at Eurovision 2026, Noam Betan steadily paved his way in the music world, releasing singles and working diligently on his craft. His massive and meteoric breakthrough arrived with victories on the reality singing show The Next Star, leading him to represent Israel on the world's biggest stage and secure a highly respectable second place.
Betan, who represented Israel with the song "Michel", is now facing an unprecedented strategic move. According to local media reports, the usage rights for the track "Michel" have been sold to a new advertising campaign for the telecommunications giant Bezeq, fronted by comedian Assi Cohen.
Industry estimates put the deal's value at hundreds of thousands of shekels, which are expected to be shared among all the song's creators: Noam Betan, Tzlil Klifi, Nadav "Nabi" Aharoni, and Yuval Raphael. It was also revealed that the campaign will bring back to television one of Assi Cohen's most iconic characters, Dedi Cohen, who will perform the song "Michel" as part of the commercial.
This is not the first time Betan has monetized "Michel". Earlier this year, the usage rights for the track were also sold to the fashion brand Renuar, with Betan himself taking part in the campaign. That role netted Betan no less than one million shekels, as he stepped into the fashion spotlight alongside a star-studded roster of the local entertainment industry's biggest names.
