Award season truly begins with the Toronto International Film Festival, which takes place in early September. Then during the months ahead, viewers are captivated with the glitz and glamor of the Golden Globes, Emmys, Grammys, and the OSCARS. This isn't just a night for the stars to shine; awards season is also a huge opportunity for sponsorship. Major sponsors of the Academy Awards take advantage of ad spots, which cost as much as $2.5 million per 30-second spot. Check out these major sponsorship deals!
This year, Marriott International launched a global marketing campaign introducing “Marriott Bonvoy”, a new travel rewards program during the 91st Academy Awards. As the OSCARS aired on ABC, Marriott got its own commercial break. After Marriott’s first 30 second ad, the 60 second Bonvoy campaign followed before the network went back to the show. This is part of ABC’s and the Academy’s efforts to make sponsors feel a part of the glitzy program itself. Major companies equivalent to Marriott use the Oscars the same way the Super Bowl is used to unveil new campaigns.
Marriott’s sponsorship also connects on a personal level with the Academy. The campaign ads were directed by Oscar-nominated filmmaker Jean-Pierre Jeunet in conjunction with the Marriott creative marketing team. These scenic television spots definitely deserved the whole commercial break.
Delta, the official Airline Sponsor of the GRAMMY Awards kicked off this year’s celebration with their annual pre-GRAMMY Awards party. The exclusive event was filled with performers, celebrities, and Delta customers. Delta’s luxury perks didn’t stop there; all week long Delta gave their customers private tours of the Staples Center and some attended the MusiCares Person of the Year ceremony. The 10-year partnership between Delta and the GRAMMYS is still growing yearly. This year Delta launched a brand campaign for the first time. The campaign launched at LAX Airport welcoming the thousands of guests visiting LA for the 61st GRAMMY’s. As guests landed, signage was placed throughout Terminal 2 &3. Through this sponsorship, Delta has had an opportunity to reach a targeted audience and align music with travel.
The luxury spirits brand aired a 60 second clip of their magnificent short film “The Seven Worlds”, during the 91st Oscars. Directed by Ridley Scott, his vision of the odyssey was brought to life on the big screen. The ad enhanced the cinematic flair on one of Hollywood’s most celebrated nights. Viewers were visually drawn to the journey that explores the blend’s seven flavors. The ad also pays loyalty to the Oscars with a scene that includes colossal golden figures similar to the Oscars award statue.
The Japanese beauty company MTG Co, sponsored the 61st GRAMMY Awards. However, MTG didn’t have commercial air time, but activated onsite during all three rehearsal days at the Staples Center. The Grammy Awards Official Gift Lounge activation featured MTG’s top skincare and makeup to prepare celebrities for their big night. Show presenters and performers made their way throughout the week to the gift lounge and were treated with thank you gifts. This year, MTG gave out a beauty drink made with collagen and other new products releasing for the first time in the US.
Walmart has been an official sponsor of the Oscars for the past three years. During the yearly telecast, Walmart has debuted entertaining and creative commercials. Walmart and the Academy both fine the partnership is very successful. The Oscars being one of the biggest nights in Hollywood fashion, Walmart takes the opportunity to highlight an assortment of quality, on-trend fashion off the red carpet.
During the 91st Oscars, Walmart partnered with six red carpet stylists to dress the stars behind the scenes in Walmart Fashion. Each Stylist was featured in a different 30 second commercial. The stylists featured have worked with Oscar winners themselves, including Julia Roberts and Rami Malek.
As part of the sponsorship, Walmart makes a $250,000 donation yearly to The Academy Grants Program for FilmCraft in the name of each participating director.