Dr Pepper has signed to sponsor a series of concerts leading up to the network’s Premios Juventud, a Hispanic youth awards show that celebrates pop culture. It is one of Univision’s most popular specials.

Tabbed Premios Juventud VIP Tour, past award winners and current nominees will be among those featured in Miami, New York, Chicago, Los Angeles and Houston. Musical artists include El Torito, Chino & Nacho, and reggaeaton sensation Alexis & Fido.

Luis Fernandez, president of entertainment at Univision Studios, stated that the tour “extends our commitment to bring our fans the relevant content they seek both on and off air.”

The tour will wrap July 7 in Houston, two weeks before Premios Juventud airs live on Univision July 21. In addition to music, the show involves fashion, sports and movies.

“We are committed to further developing consumer-driven experiences to extend the reach of ‘Premios Juventud,'” stated Nelson Albareda, Eventus CEO.

Experiential marketing firm Eventus is working with Univision and Dr. Pepper. Miami-based Eventus connects brands with multicultural audiences.

SOURCE MediaPost

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