From Adweek · Bill Bradley · · 1m 20s
Brands Spice Up 2026 VMAs
Paramount's 2026 VMAs feature 116 branded moments without overshadowing Taylor Swift's award.
In brief
Paramount's 2026 VMAs feature 116 branded moments without overshadowing Taylor Swift's award. Brands integrate seamlessly into VMAs without disrupting the show's entertainment focus. Originally reported by Adweek.
Pumpkin Spice Showstopper
Dunkin' brings its fall campaign to the VMAs with a sketch featuring Rachel Dratch's lost Spice Girl.
“What screams more fall than Pumpkin Spice? That was not even a territory we were talking to Dunkin' about, and they brought their fall marketing campaign to us.”
Brands in the Show
Paramount Media Labs creates 116 branded assets but integrates only 8 minutes of branded content into the two-hour show.
“It's no longer the advertisers living in these adjacent spaces. They're part of the show.”
Bacardi's Dance Category
Bacardi sponsors the return of the Best Dance category with a mashup track blending En Vogue, Ricky Martin, and Jennifer Lopez hits.
“Bringing back the Best Dance category after seven years felt like a natural evolution of that partnership, giving us an opportunity to celebrate how dance turns music into participation and creates shared cultural moments for artists, creators, and fans alike.”
Under Armour Tailgate
Under Armour partners with country artist Warren Zeiders for a backyard tailgate performance of his new single.
“It's a reflection of the diverse fans who connect with our brand and a moment that won't soon be forgotten.”
The General's Campaign
The insurance brand uses Alex Warren's journey as a focus for its 'Giving Breaks' messaging in the Best New Artist category.
“The General is also activating a live vote for the category, with messaging coming across social and digital.”
Spotify Partnership
Spotify becomes the official music and video partner for the 2026 VMAs with exclusive archival content and live moments.
“The VMAs have celebrated the music video as one of the most powerful forms of artistic expression for over 40 years.”
Credit Karma Journey
Credit Karma follows rising artist Thuy through the VMAs with custom digital content and post-event recaps.
“There isn't a single creative partnership that we've done this year that is not deeply integrated into all of the different platforms that the VMAs and that MTV as a brand is going to show up in.”
NFL Doubleheader
The 2026 VMAs features an NFL doubleheader to boost viewership ahead of the show.
The bottom line
Brands integrate seamlessly into VMAs without disrupting the show's entertainment focus.
