Exclusive: SAG Awards Unveils Sponsors for 2025 Ceremony on Netflix

The Screen Actors Guild Awards is ready for its close-up. ADWEEK can exclusively reveal the list of new and returning sponsors for the 31st edition of the annual ceremony, which streams live on Netflix on Sunday, Feb. 23, at 8 p.m.

Awarded by SAG-AFTRA—Hollywood’s largest labor union and the largest voting body in the awards race—the SAG Awards are frequently seen as a bellwether for which performers will be taking home statues on Oscar night.

Audi of America leads off the roster of new sponsors, with its Audi Q6 e-trons ferrying nominees and presenters to and from the event. The fully electric car has been designated as the official vehicle of the SAG Awards, and Audi will co-host the gala that follows the ceremony.

Also making its SAG Awards debut is furniture maker Arhaus, which will furnish the SAG Awards Greenroom and then donate those lounge pieces to Habitat for Humanity of Greater Los Angeles.

Speaking of beverages, Campari is back for a fourth year as the SAG Awards’ official spirits sponsor and central ingredient of the ceremony’s signature cocktail, a Campari Spritz. Meanwhile, its champagne brand, Champagne Lallier, will bring the bubbly as the official champagne of the show’s 31st year.

Meanwhile, Purely Sedona Artesian Spring Water and Santa Monica Brew Works are returning to ensure that guests’ thirsts are quenched with water or something hoppier. And Cooper’s Hawk Winery & Restaurants will be the ceremony’s official wine partner and greenroom presenter for the eighth year running.

Other returning players include People magazine, which rings in 27 years as host of the post-awards gala. United Airlines will furnish SAG Award winners with two round-trip tickets for its United Polaris business class experience and spotlight its United for Business program that offers special discounts for entertainment industry professionals.

Beyond the glamor, though, this year’s ceremony will acknowledge the devastating Los Angeles wildfires that have impacted so many industry professionals and their families. As in past years, a portion of the show’s sponsorships will be donated to the SAG-AFTRA foundation, which provides guild members with emergency financial assistance. The organization has pledged $1 million from its Disaster Relief Fund to specifically assist wildfire victims.

Additionally, returning sponsor City National Bank will honor the evening’s winners with donations to that fund. CNB also runs the SAG Awards statuette engraving station at the post-show gala and will get the first reactions from each of the victors. (City National Bank and its parent company, Royal Bank of Canada, have donated an additional $3 million to various national and local aid organizations assisting with wildfire recovery.)

Some brands are following the nominees home via a well-stocked gift bag. Every performer in contention for a SAG Award will receive a Dagne Dover duffle bag that carries sample perfumes from D.S. & Durga; OSEA’s set of body oil and body wash made from undaria algae; popcorn courtesy of BjornQorn that can be washed down with a bottle of Cooper’s Hawk Artists Red Blend wine; Stanley 1913’s signature Stanley Cross Bottle; a year-long Calm membership; and, of course, their official ceremony invitation as designed by SONNENTAG Design.

Some of the nominees taking home those gift bags include leading Oscar contenders like Demi Moore for her comeback body horror vehicle The Substance, Kieran Culkin for his standout supporting role in A Real Pain, and Zoe Saldaña for her acclaimed performance in Netflix’s Emilia Pérez. The latter film has seen its own awards fortunes change drastically in recent weeks due to controversy surrounding its star, Karla Sofia Gascón, who may not attend the ceremony despite being among the nominees for lead female actor.

The wide-open nature of this year’s Academy Awards race has made each pre-Oscar ceremony a closely watched event for movie lovers both in and outside of the industry. And multiple major brands are ready to make the SAG Awards a night to remember.