Overview: Bacardi Rum returns as the official spirits partner for the 2026 MTV Video Music Awards, marking their fourth consecutive year in the role. The rum company will help resurrect the Best Dance category after it vanished in 2019, with Snoop Dogg hosting the show on Sept. 27 in Los Angeles from the Peacock Theater.
The Full Story
Bacardi Rum returns as the official spirits partner for the 2026 MTV Video Music Awards. This marks their fourth consecutive year. The rum company will help resurrect the Best Dance category after it vanished in 2019. Snoop Dogg will host the show on Sept. 27 in Los Angeles. The awards ceremony will broadcast live on CBS Television Network and MTV at 7:30 p.m. ET from the Peacock Theater.
“When we learned the Best Dance category hadn’t been awarded in seven years, we knew it was time to bring it back for the fans,” said Lisa Pfenning, Vice President of BACARDÍ in North America, according to PR Newswire. “Dance has always been at the heart of music, and today, it’s driving culture in more ways than ever, from viral trends to packed dance floors.”
The rum brand partnered with Paramount Media Labs. They created It All Starts With a Beat. This content campaign stars producer Caleb Calloway and dancers Dexter Carr, Gabi Barra, and Dario Boatner. The campaign showcases Latin-inspired remixes and choreography built around previous Best Dance winners. The songs include “Livin’ La Vida Loca” by Ricky Martin, “Waiting For Tonight” by Jennifer Lopez, and “Free Your Mind” by En Vogue.
Snoop Dogg has a long history with the awards show. He earned 13 nominations and won three Moon Person trophies. The rapper first performed at the event in 1994 with “Murder Was the Case.” He closed the show in 1999 alongside Dr. Dre and Eminem. MTV and the VMAs have been part of my story since the beginning, Snoop Dogg said, according to Billboard.
Brand & Industry History
The partnership connects to the company’s worldwide Do What Moves You campaign. Together with BACARDÍ’s vision and Paramount’s deep music, talent, and cultural expertise, we created an authentic campaign and unforgettable experience that captures the energy fueling the genre’s momentum, said Matt Newcomb, Senior Vice President of Marketing Activation at Paramount Media Labs, according to PR Newswire. Snoop Dogg has a long history with the awards show, having earned 13 nominations and won three Moon Person trophies. The rapper first performed at the event in 1994 with “Murder Was the Case.” He closed the show in 1999 alongside Dr. Dre and Eminem.
What This Means
Dance has always been at the heart of music, and today, it’s driving culture in more ways than ever, from viral trends to packed dance floors. The partnership connects to the company’s worldwide Do What Moves You campaign. Together with BACARDÍ’s vision and Paramount’s deep music, talent, and cultural expertise, we created an authentic campaign and unforgettable experience that captures the energy fueling the genre’s momentum.
Consumer Takeaway
Guests can try the Moonwalk Mojito, Agua Fresca, Coco Colada Spritz, or 808 during the event. The awards ceremony will broadcast live on CBS Television Network and MTV at 7:30 p.m. ET from the Peacock Theater. This marks the first time since 2017 that the ceremony returns to the West Coast.
Source: Read the original article
