Pepsi is set to play a starring role at the 2010 Juno Awards with a sponsorship that includes integration into both the broadcast of the music awards ceremony and the selection of a key honour.

As one of the key sponsors of the event, Pepsi will play host to a website where consumers can vote for a branded bauble, the Pepsi Fan Choice Award.

In addition, Pepsi plans to run a contest that gives music fans a chance to win a trip to St. John’s to present the award onstage during the Juno broadcast. It will be the second straight year Pepsi has served as a Juno sponsor. According to Cheryl Radisa, vice-president of consumer marketing, Pepsi-Cola Brands, PepsiCo Beverages Canada, the event represents an effective means to reach a broad range of consumers.

“Music is part of the DNA of the Pepsi brand, so it’s a great way to connect with our consumers through one of their passion points,” said Radisa. “Whether it’s a millennial target or a boomer target, the Junos is a great property to span across those demographics, so it’s a great fit for the brand.”

Pepsi is one of 45 sponsors secured by the Canadian Academy of Recording Arts and Sciences (CARAS) for next year’s awards, a list that also includes returning sponsors Garnier, The Keg and Sirius Satellite Radio.

Jane Tattersall, senior manager of strategic marketing and sponsorship for CARAS, said the sponsorship tally–which has resulted in approximately $1 million in non-government funding for the event–was a pleasant surprise given the budget complaints facing marketers in the past year.

“Thus far, we’re on par to match previous years,” said Tattersall. “I was a little nervous coming in, but I think the Juno Awards benefit because they have so many long-term relationships with their sponsors–we’re at about a 90% renewal rate–and they’re all very passionate about participating with us.”

CTV will broadcast the 39th edition of the Juno Awards on April 18, 2010.