TD among several brands that have elevated their Junos sponsorship

Audio-Technica, Audible and the Indigenous Tourism Association have also signed on as new sponsors.
juno awards

The Canadian Academy of Recording Arts and Sciences (CARAS) has announced its brand partners for the 2022 Juno Awards this weekend, and it features a host of new partners as well as several who are adding to their involvement with the biggest night in Canadian music.

As part of a six-year agreement, CBC is back as exclusive broadcast and content partner, streaming the Opening Night Awards on Saturday on CBC Music, CBC Gem and its social channels, followed by the main Juno TV broadcast on Sunday. CBC Music is also title sponsor and presenter of JUNOfest, a series of performances that take places over various music venues throughout Toronto.

TD has been a Junos sponsor for more than a decade, but has signed on to the newly created premier sponsor designation. The highest level sponsorship CARAS now offers, TD’s sponsorship included presenting the Junos’ Submissions Access Program, which supports independent Canadian artists from underrepresented communities and helps with submission fees for the awards. This year’s program funded over 200 artist submissions, three of whom received nominations: ​​Cérena, Adrian Sutherland and Manitou Mkwa Singers. Cérena will feature in a new 60-second spot for TD that will debut during this year’s broadcast.

Looking at new sponsors, Audio-Technica has inked a multi-year deal as the official pro audio partner, providing the audio equipment for the opening night gala and awards broadcast in addition to being sponsor of the Jack Richardson Producer of the Year Award. Audio-Technica is also running an Instagram contest to give fans the chance to win sound equipment and a VIP experience at the JUNO Awards.

The Junos has also signed on a pair of new gold partners: the Indigenous Tourism Association of Canada – which will present the award for Contemporary Indigenous Artist or Group of Year – and Audible –  which will bring talent from its Audible Originals to walk the Red Carpet and promoting its catalogue of audio offerings during the broadcast.

The new sponsors join a host of returning brands, many of which have added new elements to their partnerships.

SiriusXM Canada and TikTok return as lead sponsors after first taking on the duties last year. SiriusXM has been a Juno sponsor for 16 years before becoming lead sponsor, while it was TikTok’s first – and this year, the social platform has also added presenting rights for the Fan Choice award and will be the official platform for voting.

Sonos is also returning as a sponsor, adding sponsoring duties for the Red Carpet, providing audio equipment to enhance the experience. The brand will also present the Juno for Adult Alternative Album of the Year.

Cadillac Fairview will be hosting the Juno Fan Fare at the CF Toronto Eaton Centre on Saturday, giving visitors the chance to meet and see performances from a handful of up-and-coming Canadian artists. Johnnie Walker has also returned as official spirits partner, while returning official hair salon Chatters will provide hair services backstage at the awards.

The Junos broadcast and livestream will be hosted by Marvel Studios star Simu Liu who will be wearing items from Harold, a new private label brand by Harry Rosen.

Last year’s Junos TV broadcast brought in an AMA of 800,000 on CBC, as well as 100,000 listeners on CBC Radio and CBC Music. While the live TV audience was down from 1.1 million in 2019 (the 2020 broadcast was cancelled due to the COVID-19 pandemic), it also had 200,000 viewers on CBC Gem and streams through social streaming.