Get to Know the Sponsors of the Latin GRAMMY Awards.

By Lili Gil, Media Contributor and XL Alliance Managing Partner

While Latin GRAMMY weeks is filled with events and celebrity power, the surrounding activities and glamour present a great platform for participating brands and sponsors to enhance their connection with the Latino consumer base. Below is a rundown of the sponsors as officially reported by the Latin Recording Academy and a video recap from the Heineken “House of Music” inside the Mandalay Bay.

For the past eleven years, Heineken has shown its great support of the Latin GRAMMY Awards and has returned this year as the official beer and malt beverage sponsor. New this year, and kicking off the pre-show activities for fans at home, is “La Experiencia Heineken,” which brings viewers a special performance by Daddy Yankee. The emblematic Heineken green carpet will also be rolled out to welcome the evening’s guests. Additionally, Heineken is a proud partner of the 2011 Latin Recording Academy Person of the Year tribute honoring Shakira, and the presenting sponsor of the official Latin GRAMMY After-Party. Local fans are invited to the “Heineken House of Music”, an audio and visual multi-sensory Latin music experience with live performances by some of today’s most promising talent, open at the Mandalay Bay Hotel and Casino from Nov. 8 – 10.

7UP has returned as the official beverage sponsor of the Latin GRAMMY Awards and surrounding events. 7UP is bringing their refreshing products to the public at the Latin GRAMMY Street Parties and Latin GRAMMY Acoustic Sessions, The Latin Recording Academy Person of the Year tribute gala, and the official Latin GRAMMY After-Party. 7UP will also provide beverages and gifts to lucky fans who are part of the “green carpet” bleachers at the Latin GRAMMY Awards.
Delta Air Lines is proud to be the official airline sponsor of The Latin Recording Academy, Latin GRAMMYs and The Latin Recording Academy Person of the Year tribute dinner. Delta passengers and members of Delta’s SkyMiles frequent flier program from Costa Rica, Venezuela, Colombia, and Guatemala won trips to see the Latin GRAMMYs live in Las Vegas through a variety of sweepstakes and radio promotions. With its leading global network, Delta offers service to 46 destinations in Latin America with nearly 400 weekly flights.

Walmart, which has supported the Latin GRAMMYs in the past, has returned as the official retail partner of the Latin GRAMMY Awards, and joins the Latin GRAMMY Street Parties as official sponsor with its Walmart Pavillion in Los Angeles, Houston, Dallas and Miami. Walmart’s lucky fans will be able to sit in its Latin GRAMMYs green carpet bleacher section, where they will have the opportunity to see all the biggest stars in Latin music arrive for the premiere night in Latin music.

McDonald’s has returned for the fourth consecutive year, bringing its Latin GRAMMY sponsorship alive through its support of the Latin GRAMMY Street Partiesand The Latin Recording Academy Person of the
Year tribute. Once again, McDonald’s gave its customers the opportunity to attend this year’s Latin GRAMMY Awards in Las Vegas, giving them the opportunity to experience Latin Music’s Biggest night firsthand.

This year, the Latin GRAMMY Awards are happy to count The Procter & Gamble Company (P&G) among its roster of sponsors. Representing P&G at the Latin GRAMMY Awards will be beauty brand CoverGirl, the official cosmetics sponsor and the make-up brand of choice used by artists on the live telecast, Pre-Telecast and Person of the Year gala; and “Orgullosa,” P&G’s new multi-brand initiative created to celebrate, empower and fuel Latina’s accomplishments and dreams. Orgullosa was introduced during Hispanic Heritage month with the unveiling of “Tengo la Falda Bien Puesta,” an original song composed by Latin GRAMMY Award-winning songwriter and current nominee, Yoel Henriquez. In honor of the initiative, P&G will be bringing 10 lucky fans who won the “La Falda Bien Puesta” sweepstakes to the Latin GRAMMYs.

Allstate once again returns as a proud sponsor of the Latin GRAMMYs. This year, partnering with Univison, Allstate will bring an “unlucky” winner to the live telecast and experience all of the excitement firsthand. They will be guests of Allstate and a date of Mala Suerte – known from the company’s Spanish language ad campaign – and will walk the green carpet together. The contest winner will enjoy a few days of fun and hopefully no chaos will arise. To enter, fans can visit and enter keyword “Allstate,” or go to the Facebook page “Soy La Mala Suerte.”

It takes a lot to put on a great show and between the partnership with Univision, The Latin Recording Academy and all the participating sponsors, the show is poised to be filled with great surprises and increased relevancy for Latin music lovers!

Stay current with Hispanic Marketing insights and subscribe to . And stay connected to the latest happenings in news and pop culture with a Latino business perspective watching YouTube’s 1st and Only Hispanic Business Channel: Moments to CultuRise with Lili Gil. Contact: Twitter @liligil or visit .


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