Telemundo Announces an All-Star Lineup of Sponsors and Partners for the 2017 ‘Billboard Latin Music Awards’

April 27, 2017 – Telemundo today announced the sponsors of the industry’s most highly-anticipated Latin music awards show, the 2017 Billboard Latin Music Awards. This year’s sponsors include Comcast/Xfinity, Ford F-150, Garnier Fructis, M&M’s®, Pantelion Films’ “How to be a Latin Lover,” Sprint, State Farm®, Target, Toyota and UnitedHealthcare. Additionally, the network partners with Snapchat, BuzzFeed,,, Tagboard, Revolver and top social influencers for exclusive digital and social coverage of the show. Hosted by internationally acclaimed actress Kate del Castillo and renowned actor, singer and songwriter Carlos Ponce, the award show will be produced and broadcast live by Telemundo on tonight at 7pm/6c from The Watsco Center at the University of Miami in Coral Gables, Florida. Finalists of the show include Shakira, Enrique Iglesias, Marc Anthony, Pitbull, Nicky Jam, Daddy Yankee, Maluma, Carlos Vives and Juan Gabriel.

“Through the work of our team at Telemundo, and our expanded partnerships, the 2017 Billboard Latin Music Awards is truly an unparalleled premium content experience reaching consumers on every platform,” said Laura Molen, Executive Vice President, Lifestyle and Hispanic Advertising Sales, NBCUniversal. “We are excited to work with such a great group of marketers to bring their messaging to this program’s engaged audience with multi-platform integrations at scale.”

Xfinity X1, the first bilingual experience of its kind, is proud to sponsor the “Premio de la Estrella” award, honoring international music icon Jennifer Lopez for her achievements beyond her musical career, as part of its “Beautifully Bilingual, como tu” campaign. In addition, for the first time ever, Xfinity from Comcast and Telemundo team up to bring fans a pre-show Facebook Live from backstage at 3pm ET the day of the show, giving fans the opportunity to relive the best moments from rehearsals and preview all the action before the show. The following day at 1pm ET, fans can tune in to a post-show Facebook Live hosted by Christian Acosta recapping all the best moments of the show.

As a returning sponsor of the show, Ford Motor Company is highlighting Ford F-150’s “The Bravest” campaign by aligning with musician, and presenter, Regulo Caro, to showcase the truck during the Billboard Latin Music Awards. Ford Motor Company will sponsor Caro’s award presentation through a teaser and vignette, giving viewers exclusive content and highlighting the Remote Tailgate Release feature – a feature unique to Ford F-150, and SYNC3 texting capabilities. In addition, Regulo will invite fans to go to Twitter to unlock content that they can only get from his access backstage at the show.

Garnier Fructis returns as a sponsor of the show with the “Garnier Fructis Runway.”  Those on the red carpet will have the chance to walk the “Garnier Fructis Runway” to showcase their award show style and take photos against a one-of-a-kind flower wall and share them on social media. During the red carpet show, Telemundo’s fashion expert Quique Usales will deliver the “Best Looks of the Night sponsored by Garnier,” with a video of the best dressed celebrities. On digital, users can view a time-lapse video featuring the installation of the wall, along with a carousel featuring the best looks of the night, on Instagram and Later in the evening, the brand will also congratulate the winner of Album Latin Rhythm Del Año award.

Returning as a sponsor of the award show, M&M’s® will sponsor the “Lifetime Achievement” award, congratulating the winner with an M&M’s® branded congratulatory graphic.

To celebrate the upcoming release of the anticipated blockbuster hit, How To Be A Latin Lover, Pantelion Films is partnering with Telemundo for a memorable main show activation, bringing the film’s star Eugenio Derbez to the middle of all the action. Premiering the day after Billboards, How To Be A Latin Lover tells the story of Maximo (Derbez), a man who made a career of seducing rich older women, and now finds himself broke and single after 25 years of marriage. He moves in with his estranged sister and adorable nephew, where he begins to learn the value of family. In a spot leading up to the show, Derbez will get together with Telemundo star David Chocarro and attempt to teach him how to become a Latin lover (as if he needs any help). During the main show, viewers will see Chocarro giving Derbez some final tips before hitting the stage to present an award with Angelica Celaya.

Long-time Latin Billboard sponsor, Sprint returns with exciting activations on and off the red carpet promoting “Sprint Ride & Jam” which will feature Telemundo’s Danna Paola as she gives fans a unique musical experience featuring a special tour around Miami in preparation for the big show.

With the help of returning sponsor State Farm, the evening’s red carpet will be livestreamed exclusively through Facebook Live and hosted by Telemundo’s Christian Acosta with E! News’ Miriam Isa and the TODAY show’s Donna Farizan.

As a returning sponsor of the show, Target Style partners with Telemundo for a digital and social Billboard Latin Music Awards campaign that’s all about how music brings Hispanics together.  The night of the show, Target will take over the show’s live story on Snapchat with a series of interstitials that capture the joy of music and dance and explores how it influences style. In addition, the live story will give fans the opportunity to see all behind-the-scenes action of the red carpet and performances.

Returning to the star-studded event, Toyota, together with musical artist Ozuna, will bring the Billboard Latin Music Awards to life by taking the wheel with the Toyota Corolla. To get the excitement started this week, fans will be encouraged to sing Ozuna’s hit song “Dile que tú me quieres” and post their rendition to Toyota Latino social channels using #ManejaTuVida. And from backstage during the awards show, Christian Acosta will host a Facebook Live in the Toyota area with Ozuna and one lucky fan.

As a first-time sponsor of the award show, UnitedHealthcare will give fans exclusive access to their favorite celebrities of the night through their sponsorship of the “Entrevistas Exclusivas” series on and Facebook. Through this series of laid-back interviews, fans will get a sneak peek at the side of celebrities rarely seen in public.

In addition, the network has partnered with top digital and social networks, as well as social influencers, for exclusive coverage of the Billboard Latin Music Awards, including:

  • For the first time ever, BuzzFeed will be co-developing custom content with Telemundo for the show. Top musical and Telemundo talent will come head to head in the “Frente a Frente” challenge that will feature celebrities battling it out to interpret various accents from different nationalities. The video will be distributed across the “Pero Like” page on BuzzFeed and shared on-air during the post-show and on Telemundo’s social and digital accounts.
  • has created a unique social video sharing experience that makes the user the stars of the show. Users can submit “musical.lys” interpreting one of the finalist songs for “Hot Latin Song of the Year,” and certain “musical.lys” will even be featured on-air during the show. Jessica Flores, Salice Rose and Mario Ruiz will also stream live via, their live streaming app, to provide live access of the red carpet.
  • Telemundo will be producing a special Billboard Latin Music Awards podcast to be distributed by Revolver via Spotify, Google Play, Revolver, SoundCloud, iTunes and iHeartRadio.
  • Tagboard will feature all social media fan content about the Billboard Latin Music Awards from Facebook, Instagram,, Twitter and Snapchat.
  • Additionally, the network will team up with top influencers Baby Ariel, Johann Vera and Idelays to share their experience of the show, including exclusive access coverage of the red carpet and backstage.

Celebrating 19 years on Telemundo, the Billboard Latin Music Awards is the longest running and most prestigious awards show in the Latin music world, and honors the most popular albums, songs, and performers as determined by actual sales, radio airplay, streaming, and social data. The awards are the culmination of the Billboard Latin Music Conference, now in its 28th year and under the slogan “The Top Artists, The Top Trends, The Top Names in Music.” The conference is the biggest and longest-running event dedicated to Latin music in the world. It will take place April 24-27 at the Ritz Carlton in Miami Beach, Florida.

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