Bacardi has confirmed the renewal of its marketing arrangement with this month’s 2026 MTV Video Music Awards.
The tie-up, which commenced in 2023, centres around the group’s namesake rum holding ‘official spirits partner’ status for the event. Set to air on Sunday 27 September, this year’s show takes place in Los Angeles, hosted by musician – and beverage alcohol impresario – Snoop Dogg.
Whereas last year, Bacardi sponsored the MTV Push Performance of the Year category, the brand has played a part in “helping bring back the Best Dance category for the first time in seven years”, according to its owner. Specific details, as well as the overall financial outlay for the sponsorship, were not disclosed.
Also running during the broadcast of the awards on CBC Television Network will be “exclusive custom content” featuring the rum.
“When we learned the Best Dance category hadn’t been awarded in seven years, we knew it was time to bring it back for the fans,” said Bacardi’s North America VP, Lisa Pfenning. “Dance has always been at the heart of music, and today, it’s driving culture in more ways than ever, from viral trends to packed dance floors.
“We’re proud to partner with Paramount to celebrate the artists and creators leading that movement.”
Late last month, the rum mark was the subject of a physical activation at a brace of music festivals in the UK.
