Paramount is pulling out all of the stops to make the 2025 VMAs larger than ever, together with placing the MTV broadcast on CBS for the primary time, having an NFL lead-in from the Inexperienced Bay Packers and Detroit Lions, and bringing in acts equivalent to Girl Gaga, Alex Warren, and Sabrina Carpenter.
However even with all that, the manufacturers is perhaps the performers of the evening.
For the Sept. 7 present, hosted by LL Cool J, Paramount has lined up 30 advertisers (19 of that are new), eight customized advertising and marketing companions, and 145 distinctive items of branded content material throughout its platforms. The corporate can be using new programmatic streaming models that embed present footage in advertisements throughout social and might be showcasing 11 minutes and 15 seconds of in-show branded content material—eclipsing the 8 minutes of branded content material the present had in 2024.
In line with John Halley, Paramount’s advert gross sales chief, the model enthusiasm stems from the facility of dwell occasions, which is “at an all-time excessive” and noticed sturdy demand within the upfront.
“The fact is that in case you had a sports activities portfolio, in case you had a giant tentpole portfolio, [advertisers] had been diving in on that,” Halley mentioned. “And really, stage one of many upfront moved earlier and far sooner than we thought due to these coveted properties.”
However even with the extra branded content material, don’t anticipate the VMAs to really feel like a gross sales pitch. In line with Matthew Newcomb, SVP of activation and built-in advertising and marketing at Paramount Model Studio, the story got here first.
“The model integration and partnership element begins on the identical time the present improvement does. It’s not backing into locations to promote,” Newcomb mentioned. “We’re co-developing the customized inventive in parallel with the present editorial.”
With natural integrations in thoughts, the inventive executions embrace a one-of-a-kind MrBeast aerial stunt within the pre-show, a mysterious integration with a presenter that blends the business into the present, and Sabrina Carpenter teaming up with Dunkin’ on a brand new marketing campaign.
Right here’s what to anticipate:
Crimson Bull
The VMAs are teaming with MrBeast and Crimson Bull athletes for a 2-minute aerial stunt, with MrBeast facilitating issues from the crimson carpet and selling the occasion throughout social. Although Dario Spina, CMO, Paramount Model Studio, performed coy concerning the precise particulars, the stunt will someway contain helicopter aerobatics as Crimson Bull athletes race to ship the Moon Individual trophy to the VMAs at UBS Enviornment.
Spina, who spoke with ADWEEK whereas a part of the MrBeast inventive was being filmed, famous the stunt is going on in “report time,” coming collectively simply weeks earlier than the present, which made getting air clearance “a bear.”
“[MrBeast] wished to be eager on making a second occur proper earlier than the present, and we in a short time—surprisingly—coalesced round a stunt and the way he may actually make a stunt occur with VMA IP,” Spina mentioned, including, “It’s been a real collaboration.”
Bacardí Rum
In its third yr on the VMAs, Bacardí returns because the spirits associate, bringing collectively its “Music Liberates Music” initiative with MTV Push to assist help rising artists. The model will sponsor the Push Efficiency of the 12 months and a “Energy Hour” throughout the VMA voting interval. As well as, viewers can anticipate 90 seconds of economic time devoted to artists Justine Skye, Amaarae, and Kyle Dion.
“Music has at all times been on the coronary heart of Bacardí’s story, and embarking on a third-year partnership with MTV and Paramount for the VMAs additional strengthens that connection,” Lisa Pfenning, VP of Bacardí North America, mentioned in an announcement.
In the meantime, the model additionally aired a 30-minute MTV Dwell livestream throughout VMA week, with clips being repurposed and shared. Plus, Bacardí could have an execution with Capitol Data’ Carter Gregory and singer Shenseea by way of Paramount’s POVMA digital stream.
On-site, attendees can anticipate a Crimson Carpet Fan Pit activation and bespoke in-venue bars serving specialty cocktails, together with the official cocktail of the VMAs, the Moonwalk Mojito. (Newcomb famous {that a} previous cocktail, the Mojito Mo Issues, even outsold rooster fingers at UBS Enviornment, which he mentioned occurred for “the primary time ever.”)
Burger King
Returning to the VMAs for a sixth yr, Burger King is bringing its Frozen Cotton Sweet Cloud drink, “a nostalgic taste that’s all about enjoyable and making recollections,” in response to Jennifer Carroll, senior director of media at BK U.S. and Canada.
Viewers can anticipate a 90-second business that includes the Frozen Cotton Sweet Cloud throughout three eras, going from the ’90s to the 2010s. Plus, the model is bringing giveaways, samples, and a crimson carpet dance contest that includes Love Island’s Ace Greene.
Doritos
Tortilla chip aficionado Doritos will sponsor the Prolonged Play Stage, which incorporates a dwell broadcast with refreshed branding. Doritos can be utilizing 60 seconds of advert time for customized inventive in the primary present with Connor Wooden and Brooke Averick. Plus, there’s in-venue sampling and, returning for the third time, a POVMA social integration by way of the behind-the-scenes perspective of mascot Chippy.
“This activation is greater than a typical sponsorship—it’s an announcement about how Doritos reveals up the place tradition is going on in actual time,” Chris Bellinger, CCO, PepsiCo Meals U.S., mentioned in an announcement.
Underneath Armour
Along with Underneath Armour becoming a member of the VMAs for the Finest Collaboration class, the corporate can be creating the primary VMAs halftime present with artist Gunna.
With the assistance of Omnicom Media Group, Underneath Armour will showcase 60 seconds of advert time transformed to customized inventive for the present, two 30-second commercials in lead-up NFL video games, a customized pre-show teaser with Gunna, and POVMA content material.
The Basic
By means of sponsorship and a present presence, The Basic is partnering with the VMAs to showcase rising stars Lil Q, Nevrmind, and Blaccmass, who’re using The Basic Sound Studio, a brand new initiative that gives entry, mentorship, and a platform for upcoming expertise.
Viewers can anticipate 90 seconds of economic time transformed into branded content material within the present, on-air and crimson carpet moments, and customized promos driving VMAs tune-in.
Dunkin’
Paramount is staying “tight-lipped” about its Dunkin’ integration, in response to Newcomb, however the exec famous that the model is doing an in-show integration for its Strawberry Dragonfruit refresher and might be launching a marketing campaign with Sabrina Carpenter, who can be performing.
“We actually choreograph the present moments with the advertiser moments in order that they really feel like an entire connection and completely seamless, which you’ll see with what we’re doing with Dunkin’,” Newcomb mentioned.
See the 2025 VMAs on Sunday, Sept. 7, at 8 p.m. ET on CBS, Paramount+, and MTV.
