Viewers can expect a 90-second commercial featuring the Frozen Cotton Candy Cloud across three eras, going from the ’90s to the 2010s. Plus, the brand is bringing giveaways, samples, and a red carpet dance contest featuring Love Island’s Ace Greene.

Doritos

Tortilla chip aficionado Doritos will sponsor the Extended Play Stage, which features a live broadcast with refreshed branding. Doritos is also using 60 seconds of ad time for custom creative in the main show with Connor Wood and Brooke Averick. Plus, there’s in-venue sampling and, returning for the third time, a POVMA social integration via the behind-the-scenes perspective of mascot Chippy.

“This activation is more than a typical sponsorship—it’s a statement about how Doritos shows up where culture is happening in real time,” Chris Bellinger, CCO, PepsiCo Foods U.S., said in a statement.

Under Armour

In addition to Under Armour joining the VMAs for the Best Collaboration category, the company is also creating the first VMAs halftime show with artist Gunna.

With the help of Omnicom Media Group, Under Armour will showcase 60 seconds of ad time converted to custom creative for the show, two 30-second commercials in lead-up NFL games, a custom pre-show teaser with Gunna, and POVMA content.

The General

Through sponsorship and a show presence, The General is partnering with the VMAs to showcase rising stars Lil Q, Nevrmind, and Blaccmass, who are utilizing The General Sound Studio, a new initiative that provides access, mentorship, and a platform for upcoming talent.

Viewers can expect 90 seconds of commercial time converted into branded content in the show, on-air and red carpet moments, and custom promos driving VMAs tune-in.

Dunkin’

Paramount is staying “tight-lipped” about its Dunkin’ integration, according to Newcomb, but the exec noted that the brand is doing an in-show integration for its Strawberry Dragonfruit refresher and will be launching a campaign with Sabrina Carpenter, who is also performing.

“We really choreograph the show moments with the advertiser moments so they feel like a complete connection and totally seamless, which you’ll see with what we’re doing with Dunkin’,” Newcomb said.

See the 2025 VMAs on Sunday, Sept. 7, at 8 p.m. ET on CBS, Paramount+, and MTV.