Bacardi Rum is to continue its partnership with MTV and Paramount Brand Studio as the Spirits Partner of the 2024 Video Music Awards for the second year.

Bacardi will be featured in the VMA ceremony on September 11, celebrating pop icon and global face of the brand, four-time VMAs winner Camila Cabello, who is nominated in the Best Pop category.

Bacardi said it will bring the singer’s superfans along for an experience that includes an awards night, fan tribute produced by Paramount Brand Studio.

“We are excited to continue our partnership with Paramount Brand Studio and MTV,” said Lisa Pfenning, Bacardi’s vice-president of North America.

“The VMAs give us a chance to celebrate the music that moved us throughout the year, the artists that defined the sound of 2024, and the fans themselves that forge a deep-rooted connection between music and culture.

“With a bit of help from Camila Cabello, the new global face of Bacardi, we plan to raise a glass to this year in music, while putting the fans first and creating unforgettable experiences throughout the weekend.”