# Brands Spice Up 2026 VMAs

> Paramount's 2026 VMAs feature 116 branded moments without overshadowing Taylor Swift's award.
- Title: Brands Spice Up 2026 VMAs · Adweek | Shortify
- Summary: Paramount's 2026 VMAs feature 116 branded moments without overshadowing Taylor Swift's award. Brands integrate seamlessly into VMAs without disrupting the…
- Keywords: paramount media labs, vmas 2026, dunkin pumpkin spice, bacardi, under armour, spotify, credit karma, taylor swift, mtv, cbs, Brands, Spice
- Source: Adweek — https://adweek.com/convergent-tv/move-over-taylor-swift-the-brands-are-about-to-spice-up-the-vmas
- Author: Bill Bradley
- Published: 2026-09-25T18:08:00+00:00
- Read time: 1 min
- Topics: paramount media labs, vmas 2026, dunkin pumpkin spice, bacardi, under armour, spotify, credit karma, taylor swift, mtv, cbs
## 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.
## Key takeaway

Brands integrate seamlessly into VMAs without disrupting the show's entertainment focus.