The MAMA AWARDS, a global emblematic K-pop ceremony, strengthens its international stature by extending its partnership with the global payment technology giant Visa until 2029.
CJ ENM, the parent company of the event, and Visa will continue their collaboration for the next three years, aiming to build an international ecosystem of major events connecting music, culture, and entertainment worldwide, and to promote the expansion of K-culture globally.
Visa, official payment partner of the FIFA World Cup, the Olympic and Paralympic Games, and numerous music and cultural events, expanded its scope into the music field in 2024 by becoming the “title sponsor” of the MAMA AWARDS. This extension confirms their commitment to supporting the global music industry.
To celebrate this partnership, the girl group IZNA has been appointed ambassador of “Visa X 2026 MAMA AWARDS”. With its singing, performance, and visual skills, IZNA will represent the connection among fans worldwide through collaborative content and special campaigns around the ceremony.
Yoon Sang Hyun, CEO of CJ ENM, stated:
“Extending our partnership with Visa strengthens the international reach of the MAMA AWARDS and consolidates the trust built over the years. This extension reflects our shared desire to shape the future of K-POP and promote its value worldwide.”
Meanwhile, Steven Caplin, Regional Director for Asia-Pacific at Visa, emphasized that this partnership reflects a common vision to create global cultural events that foster tourism and local business activity, making Visa’s role as sponsor even more meaningful.
Since its debut in 1999 under the name Mnet “영상음악대상”, the MAMA AWARDS evolved in 2009 to become Korea’s first Asian music award, the Mnet ASIAN MUSIC AWARDS, before being rebranded in 2022 under its current name. The ceremony continues to represent the excellence and influence of K-POP globally, opening new perspectives for the music industry.
Journalist: Shawn
Translator: Shawn
Source: CJENM
