Bacardi Rum has been named as the first Spirits Partner of the 2023 MTV Video Music Awards.

The brand is part of the portfolio of Bermudian-based drinks giant Bacardi Limited, which has its world headquarters on Pitts Bay Road.

Bacardi Rum will partner with MTV and Paramount Brand Studio around the award show's celebration of 50 years of hip-hop culture and the songs, artists, albums and videos that have defined the genre.

The VMA ceremony will be held at the Prudential Centre in New Jersey on September 12.

The iconic rum is the first spirits brand to sponsor the MTV Video Music Awards, a distinction that Bacardi said suits the brand, which has long taken inspiration from movement and self-expression, and supported artists through programmes such as Music Liberates Music.

Through the partnership with MTV, Bacardi said, it raises a toast to the impressive legacy of these culture-defining artists, their creativity and their indelible contributions to music, style and the way we all move.

"As a vanguard of the visual identity of music, we're honoured to be the first-ever spirits partner of the MTV VMA, especially during the 50th anniversary of hip-hop," said Lisa Pfenning, Bacardi's vice-president of North America.

"As the VMA have long celebrated both the sound and the style of hip-hop, Bacardi has long been embedded in hip-hop culture, inspiring some of the most memorable lyrics, movements, and music video moments from artists who have defined a generation.

“We look forward to working with MTV and Paramount Brand Studio to present this monumental celebration and highlight the multiple points of hip hop culture."

Matthew Newcomb, SVP activation, Paramount Brand Studio, said: "Connecting fans directly to the VMA’s 50 years of Hip-Hop celebration is a huge opportunity to build towards a cultural moment through insights and innovation with a partner authentic to the genre.

"We are creatively partnering with Bacardi Rum to bring this signature moment to life in advance of the show and from every touchpoint consumers are engaging with VMA content on September 12.

“The combined influence of hip-hop and Bacardi is irrefutable, and together we’ve built a custom-marketing activation that celebrates artistry and the fans of both.”

Bacardi said it will bring the celebration of Hip-Hop’s 50th anniversary to consumers in New York and around the United States including a Bacardi Vintage pop-up in New York City leading up to the show, a limited-edition Bacardi x VMA bottle and consumer sweepstakes, a Bacardi performance partnership and exclusive custom content during the VMA broadcast featuring a custom mix of music representing Bacardi’s presence in songs through the decades, and the Bacardi Mojito Mo-Problems, the official cocktail of the VMA.