It’s the biggest night in Latin music in the U.S., and Univision Communications has lined up a wide array of advertisers — including several luxury brands — as sponsors for the event.
Look for activity from Bulova, Frontera Wines and Old Parr Whisky, among others, on November 18 when Univision televises the 22nd annual Latin Grammy Awards.
The telecast begins at 8pm ET/PT, and the mix of longstanding and first-time sponsors also includes returning brands Mastercard, McDonald’s, Verizon and Walmart.
It is the first-time partners — Jose Cuervo Reserva de la Familia, Facebook parent Meta, and new digital-only sponsors Clinique and Sally Hansen — that are particularly noteworthy.
Furthermore, an automotive brand is returning as a sponsor — Ford.
“We thank this year’s sponsors for investing in our community and look forward to showcasing the latest, best-in-class activations for The Biggest Night in Latin Music,” said Donna Speciale, President of Advertising Sales and Marketing at Univision Communications.
In honor of returning global sponsor Bulova’s emblematic History of Firsts, the brand is partnering with The Latin Recording Academy to gift all first-time Latin GRAMMY winners a special edition watch to mark the milestone. Bulova will also present a digital series showcasing this year’s Best New Artist nominees, where audiences will get to know the artists through a series of interviews and performances, along with a special look at a Latin GRAMMY edition Bulova timepiece.
Frontera Wines returns for the second consecutive year as the official wine sponsor of the Latin GRAMMY Awards.
Jose Cuervo’s crown jewel will also have a presence at the Official Talent Lounge where they will host a bar to share the brand’s portfolio.
Mastercard is sponsoring the Nominee Diaries Content Series, where they will highlight what it means to be nominated for Latin GRAMMY and how it’s a priceless experience in an artist’s career. Exclusive content from the series will also live on priceless.com, where the artists will have a special promotion with benefits to the Latin GRAMMY Cultural Foundation. Mastercard will also be an Official sponsor of the Talent Gift Lounge, where the brand will gift its latest Priceless fragrance to all the performers and presenters of the 22nd Annual Latin GRAMMY Awards, and where they will showcase their multisensory branding approach combining dual fragrances into one unique collection. During Latin GRAMMY week in Las Vegas, Mastercard will host a hybrid in-person and Virtual Meet & Greet with their brand ambassadors, Domino Saints, as well as a Latin GRAMMY nominee where they will discuss the importance of inclusion and diversity in the Latin music community. Domino Saints will also have a special performance during the Official Latin GRAMMY After Party.
Returning for the 14th consecutive year, McDonald’s continues their commitment to elevating the stories of the Latino community through Ritmo y Color – a new experience celebrating today’s leading Latin Urban voices and visual storytellers. This unique fusion of music and art will culminate week of Latin GRAMMY, where McDonald’s takes it a step further by using its third and final installment to showcase the women of Ritmo y Color: Cazzu, Mariah Angeliq & visual artist Kelly Perez. Through TV elements and activations during Leading Ladies, Person of the Year and night of the show, McDonald’s will invite fans to RSVP for the virtual concert taking place on November 21 at 8pm ET. Creating a space for fans to hear, see, and celebrate Latino culture, Cazzu and Mariah Angeliq will perform while Perez’s artwork dresses the concert stage.
Meta is the official hardware sponsor of the Latin GRAMMY Awards, spotlighting the importance of helping people connect anytime and anywhere via its Portal Go and recently released smart eyewear, Ray-Ban Stories. During the Noche de Estrellas pre-show, Meta will partner with official brand ambassador and Latin GRAMMY nominee Camilo using Ray-Ban Stories on the red carpet, capturing the most behind-the-scenes moments. During the telecast, the social technology company will offer fans an exclusive look into the real, authentic conversations between Camilo and his family via the Portal Go through his Latin GRAMMY journey.
First-time sponsor Old Parr Whisky will kick-off their partnership with the Latin Recording Academy as Presenting Sponsor of two Virtual Latin GRAMMY Acoustic Sessions featuring Pablo Alborán and Michel Teló. Each artist will discuss how they celebrate the golden moments in their lives, those special times towards the end of the day when the weight of responsibility is lifted from their shoulders, and all the possibilities of the time ahead become apparent. Old Parr Whisky will also be sponsoring a content series that will live on the Latin GRAMMY social media platforms highlighting how Latin GRAMMY nominees “Flip the Script” from work to play. In addition, Old Parr Whisky will host a bar at the Latin Recording Academy Person of the Year Gala, Latin GRAMMY Awards and Official Latin GRAMMY After Party featuring a signature Old Parr Whisky Latin GRAMMY cocktail.
