This Sunday, MTV will bestow its first Video Music Award on a non-professional. It also happens to be the first time the network has sold naming rights to an award, reports Advertising Age. Hence, the prestigious “Best Performance in a Pepsi Rock Band Video Award.” The winner will be chosen from 700 viewer submissions inspired by the video game. Of course, the frontrunners are chock full of Pepsi products.
“Pepsi’s been involved with the VMAs for a very long time, and has always been involved with the latest thing going on in the music industry,” says an exec. MTV, meanwhile, always an innovator with ad partnerships, is just as happy. “It allows us to evolve and demonstrate our prowess with advertisers,” the network says. A Pepsi commercial will follow the award's presentation.