Photo Credit: SiriusXM
SiriusXM has once again signed on as the Grammys’ “official radio platform,” with Mastercard, Patrón, Dove, Hilton, and other high-profile companies also aboard as sponsors.
Now five days out from the 2026 Grammys, the Recording Academy yesterday shed a bit of pre-ceremony light on its brand partners. Several longtime backers, among them IBM as well as the mentioned Mastercard and (having powered the Grammy Channel for six years) SiriusXM, stand out on the appropriate list.
Likewise returning are Sony Corp. (the audio division of which has a two-year deal as the Grammys’ official pro audio partner), Frontera Wines (which is said to be “the #1 Chilean wine brand sold in the U.S.”), Hilton, United Airlines, and, handling red-carpet coverage, PEOPLE.
That said, some fresh sponsors are also in place for the 68th Grammys. Dubbed the official deodorant partner, Dove intends to host three fans at the ceremony and will premiere its “Let Your Body Body” commercial during the telecast.
Meanwhile, Vaseline is the Grammys’ official skincare partner, Sharpie is now the exclusive writing brand partner (look out for the “Sharpie Fan Zone”), and Redken (which is sponsoring Sabrina Carpenter, one of the event’s performers) is the official haircare partner.
Plus, Häagen-Dazs is putting together an ice cream bar for the Grammy Museum After Party, and Patrón, which is debuting the “Golden Record” cocktail, will be served throughout the week.
(Besides Häagen-Dazs, the Wolfgang Puck-catered Grammy Museum After Party itself “is made possible” by IBM and, as the official ride hail partner, Waymo. Additional after-party supporters include CenterStaging, Duncan Hines, Budweiser, Frontera, and the self-described “largest beer distributor in the US,” Reyes Beverage Group.)
In terms of other sponsor activations, City National Bank is arranging “a premium espresso experience featuring espresso martinis and artisanal chocolates.” And Redken is inviting attendees to its “Happy Endings Haircare Lounge.”
Regarding gifts, LA-based marketer Distinctive Assets is overseeing the Grammy Gift Lounge as well as the presenter and performer goodie bags. According to License Global, Tom’s Watch Bar is hosting the lounge, which will feature a pop-up toy store from Bratz maker MGA Entertainment, musical lollipops from Amos Sweets, and supplements from multiple wellness companies.
Time will presumably reveal all the gift-bag contents; the same outlet only highlighted the expected inclusion of a book, a board game, and a travel mug. Of course, unless the goal is to underwhelm recipients, this list probably isn’t comprehensive.
From the sponsorship perspective, worth noting in conclusion is that the Grammys will shift from their longtime broadcast home, CBS, to ABC once the 2026 edition is a wrap. That network (along with Hulu and Disney+) will air the Grammys for 10 years under the reportedly $500 million+ deal.
