Bacardi’s namesake rum has been lined up to return as the “official spirits partner” of this year’s MTV Video Music Awards.
The partnership, which is in its third consecutive year, extends across CBS, MTV and Paramount+ platforms in the US. The agreement also includes sponsorship of the MTV Push Performance of the Year category, which spotlights emerging artists, at the event taking place on 7 September at New York’s UBS Arena.
Ahead of the awards, Bacardi has also worked with MTV to produce a digital edition of MTV Live, debuting on 3 September and featuring performances from Amaarae, Justine Skye and Kyle Dion. During the broadcast, Bacardi will replace traditional advertising with clips from these performances.
The company is also co-hosting the official pre-VMA event ‘Push to the VMAs’, with performances by Shenseea and Dion. On-site activations will feature a cocktail programme led by the ‘Moonwalk Mojito’, created with Bacardi Superior Rum.
Earlier this month, the brand owner’s Patrón tequila mark signed a marketing tie-up with global music platform Boiler Room.
