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When the 2025 MTV Video Music Awards (VMAs) hit New York’s UBS Arena on September 7, one brand will once again ensure the spotlight doesn’t just shine on today’s superstars, but also on the rising artists defining tomorrow. BACARDÍ® Rum returns for its third consecutive year as the Official Spirits Partner of the MTV VMAs, airing live on CBS, simulcast on MTV, and streaming on Paramount+. The global rum leader is going beyond sponsorship by fueling breakthrough talent across every stage of the celebration.

At the core of BACARDÍ’s partnership is its sponsorship of the “MTV Push Performance of the Year” category. This award highlights emerging voices who are shaping the future of music, continuing MTV’s tradition of lifting artists before they become household name

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