The Latin Recording Academy® and Univision Communications Inc. have today announced the official sponsors of the 19th Annual Latin GRAMMY Awards®. The event will connect leading international brands through innovative programs and campaigns with Latin music fans, across platforms as well as through several on-site experiential activations. The 19th Annual Latin GRAMMY Awards will broadcast live from the MGM Grand Garden Arena in Las Vegas on Thursday, Nov. 15, from 8–11 p.m. ET/PT (7 p.m. Central) on Univision.
“We are grateful for the continued support of some of our long-time partners, and thrilled to be working with new, blue chip, globally recognized brands this year, who understand the value of engaging with fans live and across platforms,” said Gabriel Abaroa Jr., President/CEO of The Latin Recording Academy. “This support allows us to continue to elevate the stature of Latin music internationally, and to make positive inroads in our overall mission of providing opportunities and a worldwide platform for emerging and already established Latin artists to be recognized for their talents.”
North American sponsors include: Buchanan’s Scotch Whisky (spirits), Bulova (timepieces & jewelry), Estrella Jalisco (Beer), Google (hardware, smartphone) L’Oréal Paris (cosmetics), Las Vegas (host city), McDonald’s (quick service restaurant), Nissan (automotive), Pepsi (non-alcoholic beverage), and Walmart (retail). In Latin America, Mastercard (payment services) is a pan-regional sponsor.
“Each year, thanks to our partners, we are able to the raise bar and find new and exciting ways to engage our audience during Latin music’s biggest night of the year,” said Steve Mandala, President of Advertising Sales and Marketing at Univision. “As the nation’s Home of Latin Music, we are excited to connect our clients to passionate music fans through programs designed to reach them across Univision’s extensive media and social platforms, as well as to provide exclusive experiences during the star-studded event.”
Last year, the Latin GRAMMYs™ reached 8.0 million Total Viewers 2+, who tuned-in to all or part of the three-hour live broadcast on the Univision network. Nearly 90% of Latin GRAMMYs™ audience tuned in live and 95% watched the ads, higher than any of the Top-5 English-language award shows during the 2017/18 season.
Returning for the fifth year, Buchanan’s Scotch Whisky will feature its Casa Buchanan’s pop-up experience, where celebrities, media, and invited guests will celebrate whisky craftsmanship, culture and true Latin greatness. Buchanan’s will gift Latin GRAMMY presenters, performers, and VIPs in the Backstage Talent Gift Lounge, and will be providing specialty cocktails during the Latin GRAMMY Awards to the night’s winners and guests. Best New Artist nominees will also be honored with a private Buchanan’s cocktail reception to toast the great achievement.
For its third year in a row, Bulova will sponsor all of Latin GRAMMY Week and be part of an exclusive ceremony for this year’s Best New Artist nominees during the red carpet of the 2018 Latin Recording Academy Person of the Year gala. Bulova will also have exclusive presence during the Latin GRAMMY Awards show with an on-site digital countdown clock inspired by this year’s Special Edition Latin GRAMMY timepiece.
Returning for the second year as official beer sponsor, Estrella Jalisco will bring the taste of true authentic Mexican cerveza and their #LookForTheStar campaign to Las Vegas for guests to enjoy during Latin GRAMMY Week across the 2018 Latin Recording Academy Person of the Year gala, 19th Annual Latin GRAMMY Awards, and the Official Latin GRAMMY® After-Party.
First time sponsor, Google Pixel 3, will take over the red carpet with a Fashion Position capturing the best looks of the night powered by the latest Google Pixel 3 smartphone. Additionally, as part of the Noche de Estrella pre-show for the Latin GRAMMY Awards, Google will present a red carpet performance in anticipation of The Biggest Night in Latin Music®.
As a leading cosmetics brand L’Oréal Paris has celebrated and fueled women’s intrinsic worth, and returns for the seventh year as a sponsor of the 2018 Latin Recording Academy Person of the Year gala, 19th Annual Latin GRAMMY Awards, and the Official Latin GRAMMY After-Party.
For the eleventh year, Las Vegas returns as the official host city, sponsoring star-studded events, including the 2018 Latin Recording Academy Person of the Year gala, the 19th Annual Latin GRAMMY Awards, and the Official Latin GRAMMY After-Party.
Also for the eleventh consecutive year, McDonald’s continues its commitment to celebrating Hispanic culture and heritage through its support of Latin music. This year, the industry leader will have presence at the 2018 Latin Recording Academy Person of the Year gala, the 19th Annual Latin GRAMMY Awards, and the Official Latin GRAMMY® After-Party. As part of their support, McDonald’s will offer a unique photo booth experience at the MGM Grand Garden Arena for attendees of the Latin GRAMMY Awards.
Additionally, as a third time partner in Latin America, Mastercard will continue its alliance with The Latin Recording Academy as an official sponsor of the 19th Annual Latin GRAMMY Awards. Dedicated to providing cardholders with Priceless experiences, Mastercard will offer them a once-in-a-lifetime trip to see their favorite artists and enjoy The Biggest Night in Latin Music.
As the official automotive sponsor for the fourth year, Nissan will feature the 2019 Nissan Altima and Nissan’s Intelligent Mobility products by engaging consumers with a VIP experience to the 19th Annual Latin GRAMMY Awards through a dedicated sweepstakes, providing Latin music fans with unexpected access to their biggest passion points. In addition, as part of this partnership, they will team up with a Latin GRAMMY® nominee who will arrive to Las Vegas in style in a Nissan Altima for the 19th Annual Latin GRAMMY Awards with Univision documenting their journey to Sin City days before in a custom :30 vignette airing during commercial time.
With a rich history and passion for music, Pepsi® returns as a sponsor the Latin GRAMMY Awards with its “Tu Voz, Tu Sabor” campaign celebrating artists present and future. The campaign will come to life first at the 2018 Latin Recording Academy Person of the Year gala, through partnerships with emerging and established artists developing custom content highlighting their personal musical journeys and inspirations, and through a partnership with the Latin GRAMMY Cultural Foundation®, providing Tuition Assistance Scholarship grants to four aspiring artists. The brand is also creating a Pepsi Lounge and capturing 180-degree time-stop videos for social.
Finally, Walmart returns as the official retail partner of the 19th Annual Latin GRAMMY Awards. To kick-off a season full of celebrations, Walmart and Univision have partnered to deliver more ways to go bigger and shop smarter by bringing the “Centro de Regalos,” (Walmart Gifting HQ) to life in Las Vegas.
During the week, content will be created from the “Centro de Regalos,” featuring artists’ top five recommended gifts for the holiday season.