Replay Jeans and Renaissance Hotels sponsor Frankfurt MTV awards

The jeans manufacturer will build on last year's sponsorship of the live music event as an official pan-European sponsor.

It will feature on all promotional material in the build-up to the show, including a presence on the on-air campaign for the event, all marketing and press materials, online on the MTV EMA microsite, and "on-the-ground consumer promotional activities in Frankfurt," according to Be Viacom, the brand solutions group within MTV’s parent company Viacom.

Dave Sibley, executive vice-president of Be Viacom, said: "Having Replay return for a second consecutive year speaks to the MTV EMA's unrivalled connection with the global youth audience, its credibility and sheer brand power."

Renaissance Hotels will be a digital sponsor for the UK, Germany and France, with activity in selected hotels.

Sibley added: "The 2012 MTV EMA offers Replay and Renaissance Hotels the ultimate vehicle to engage with young people in a targeted and powerful way.

Bob Bakish, president and chief executive of Viacom International Media Networks, said: "We're thrilled to be returning to Frankfurt and once again presenting the MTV EMA in such a vibrant and dynamic city. This year's show will definitely continue the EMA tradition of capturing the world’s attention through unforgettable performances and jaw-dropping moments."

Additional sponsors for the MTV EMAs will be announced in the coming weeks. The last time the awards were held in Frankfurt was 2001.

In November last year, Viacom Brand Solutions, the creative media solutions arm of broadcaster Viacom, rebranded under the international banner Be Viacom, to reflect a move to brand engagement across the network.

Last year's awards took place in Belfast, with sponsors including Replay Jeans, Dell, Hyundai and Swatch.

Follow Mark Banham on Twitter @Banham72

This article was first published on mediaweek.co.uk