Paramount is bringing over 11 minutes of in-show branded content to the VMAs.
Paramount is pulling out all the stops to make the 2025 VMAs bigger than ever, including putting the MTV broadcast on CBS for the first time, having an NFL lead-in from the Green Bay Packers and Detroit Lions, and bringing in acts such as Lady Gaga, Alex Warren, and Sabrina Carpenter.
But even with all that, the brands might be the performers of the night.
For the Sept. 7 show, hosted by LL Cool J, Paramount has lined up 30 advertisers (19 of which are new), eight custom marketing partners, and 145 unique pieces of branded content across its platforms. The company is also utilizing new programmatic streaming units that embed show footage in ads across social and will be showcasing 11 minutes and 15 seconds of in-show branded content -- eclipsing the 8 minutes of branded content the show had in 2024.
According to John Halley, Paramount's ad sales chief, the brand enthusiasm stems from the power of live events, which is "at an all-time high" and saw strong demand in the upfront.
"The reality is that if you had a sports portfolio, if you had a big tentpole portfolio, [advertisers] were diving in on that," Halley said. "And actually, stage one of the upfront moved earlier and much faster than we thought because of those coveted properties."
But even with the additional branded content, don't expect the VMAs to feel like a sales pitch. According to Matthew Newcomb, SVP of activation and integrated marketing at Paramount Brand Studio, the story came first.
"The brand integration and partnership component starts at the same time the show development does. It's no longer backing into places to advertise," Newcomb said. "We're co-developing the custom creative in parallel with the show editorial."
With organic integrations in mind, the creative executions include a one-of-a-kind MrBeast aerial stunt in the pre-show, a mysterious integration with a presenter that blends the commercial into the show, and Sabrina Carpenter teaming up with Dunkin' on a new campaign.
Here's what to expect:
The VMAs are teaming with MrBeast and Red Bull athletes for a 2-minute aerial stunt, with MrBeast facilitating things from the red carpet and promoting the event across social. Though Dario Spina, CMO, Paramount Brand Studio, played coy about the exact details, the stunt will somehow involve helicopter aerobatics as Red Bull athletes race to deliver the Moon Person trophy to the VMAs at UBS Arena.
Spina, who spoke with ADWEEK while part of the MrBeast creative was being filmed, noted the stunt is happening in "record time," coming together just weeks before the show, which made getting air clearance "a bear."
"[MrBeast] wanted to be keen on making a moment happen right before the show, and we very quickly -- surprisingly -- coalesced around a stunt and how he could really make a stunt happen with VMA IP," Spina said, adding, "It's been a true collaboration."
In its third year at the VMAs, Bacardi returns as the spirits partner, bringing together its "Music Liberates Music" initiative with MTV Push to help support emerging artists. The brand will sponsor the Push Performance of the Year and a "Power Hour" during the VMA voting period. In addition, viewers can expect 90 seconds of commercial time dedicated to emerging artists Justine Skye, Amaarae, and Kyle Dion.
"Music has always been at the heart of Bacardi's story, and embarking on a third-year partnership with MTV and Paramount for the VMAs further strengthens that connection," Lisa Pfenning, VP of Bacardi North America, said in a statement.
Meanwhile, the brand also aired a 30-minute MTV Live livestream during VMA week, with clips being repurposed and shared. Plus, Bacardi will have an execution with Capitol Records' Carter Gregory and singer Shenseea through Paramount's POVMA digital stream.
On-site, attendees can expect a Red Carpet Fan Pit activation and bespoke in-venue bars serving specialty cocktails, including the official cocktail of the VMAs, the Moonwalk Mojito. (Newcomb noted that a past cocktail, the Mojito Mo Problems, even outsold chicken fingers at UBS Arena, which he said happened for "the first time ever."
Returning to the VMAs for a sixth year, Burger King is bringing its Frozen Cotton Candy Cloud drink, "a nostalgic flavor that's all about fun and making memories," according to Jennifer Carroll, senior director of media at BK U.S. and Canada.
Viewers can expect a 90-second commercial featuring the Frozen Cotton Candy Cloud across three eras, going from the '90s to the 2010s. Plus, the brand is bringing giveaways, samples, and a red carpet dance contest featuring Love Island's Ace Greene.
Tortilla chip aficionado Doritos will sponsor the Extended Play Stage, which features a live broadcast with refreshed branding. Doritos is also using 60 seconds of ad time for custom creative in the main show with Connor Wood and Brooke Averick. Plus, there's in-venue sampling and, returning for the third time, a POVMA social integration via the behind-the-scenes perspective of mascot Chippy.
"This activation is more than a typical sponsorship -- it's a statement about how Doritos shows up where culture is happening in real time," Chris Bellinger, CCO, PepsiCo Foods U.S., said in a statement.
In addition to Under Armour joining the VMAs for the Best Collaboration category, the company is also creating the first VMAs halftime show with artist Gunna.
Under Armour will showcase 60 seconds of ad time converted to custom creative for the show, two 30-second commercials in lead-up NFL games, a custom pre-show teaser with Gunna, and POVMA content.
Through sponsorship and a show presence, The General is partnering with the VMAs to showcase rising stars Lil Q, Nevrmind, and Blaccmass, who are utilizing The General Sound Studio, a new initiative that provides access, mentorship, and a platform for upcoming talent.
Viewers can expect 90 seconds of commercial time converted into branded content in the show, on-air and red carpet moments, and custom promos driving VMAs tune-in.
Paramount is staying "tight-lipped" about its Dunkin' integration, according to Newcomb, but the exec noted that the brand is doing an in-show integration for its Strawberry Dragonfruit refresher and will be launching a campaign with Sabrina Carpenter, who is also performing.
"We really choreograph the show moments with the advertiser moments so they feel like a complete connection and totally seamless, which you'll see with what we're doing with Dunkin'," Newcomb said.