MAMA AWARDS extends its partnership with Visa until 2029, aiming to promote K-Culture globally through music events and campaigns.
January/21/2026 15:23Related Groups & Members
The MAMA AWARDS, a representative K-POP awards ceremony that has proven K-POP's position in the global music market, has decided to extend its sponsorship with the international payment brand Visa until 2029. CJ ENM's MAMA AWARDS and Visa will continue their partnership for another three years. CJ ENM, which has a wide range of entertainment businesses and global IP, and Visa are expected to work together to aim for the global expansion of K-Culture as one of the largest music events connecting the world. Visa, which has supported numerous global events from sports to music, fashion, and entertainment, will participate as the title sponsor of the MAMA AWARDS for the first time in 2024, expanding its activities into the music field. To commemorate the extension of this partnership, izna has been appointed as the ambassador for Visa × 2026 MAMA AWARDS. Izna, who possesses vocal, visual, and performance skills, is actively engaging globally and gaining popularity. Izna plans to convey messages as a bridge connecting fans worldwide, starting with participation in the collaboration campaign video between MAMA AWARDS and Visa. CJ ENM's representative Yoon Sang-hyun stated, 'By extending our partnership with the international payment brand Visa, we intend to solidify the international status of MAMA AWARDS and deepen the trust we have built so far,' adding, 'This partnership extension is based on deep trust between the two companies and expresses our intention to create the future together. We will continue to do our best to spread the status and value of K-POP worldwide.' Visa's Asia-Pacific President, Stephen Karpin, expressed his happiness about continuing the partnership as the title sponsor of MAMA AWARDS. The MAMA AWARDS started in 1999 as Mnet's Video Music Awards and expanded in 2009 to become the first global music awards in Korea, known as Mnet ASIAN MUSIC AWARDS. In 2022, it was rebranded as MAMA AWARDS under its own brand. The challenge of the MAMA AWARDS continues as a global K-POP awards ceremony that continues to present the value, new direction, and future of K-POP.
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