Record-setting partnerships as leading brands step up to support the 50th Annual JUNO Awards - The JUNO Awards

Record-setting partnerships as leading brands step up to support the 50th Annual JUNO Awards

An unprecedented five JUNOS’ Lead and CBC Broadcast sponsors come on board for extended partnerships, supporting Canadian music and music education year-round


TORONTO – The Canadian Academy of Recording Arts and Sciences (CARAS) is pleased to announce this year’s brand partners of The 2021 JUNO Awards. Uniting to honour the award’s golden anniversary, TD Bank Group, SiriusXM Canada, Freedom Mobile, Ford of Canada and TikTok are Lead Sponsors, Sonos is a Platinum partner and Chatters Hair Salon, Johnnie Walker/World Class Canada and UNO® join as Gold Partners. 

Exclusive Broadcast and Content Partner

As part of a six-year agreement, CBC returns for the fourth year as the Exclusive Broadcast and Content Partner for the JUNO Awards. The 2021 Opening Night Awards Presented by Music Canada will be live streamed on June 4 at 8 p.m. ET/5 p.m. PT on, the free CBC Gem streaming service and CBC Music’s  Facebook, Twitter and YouTube pages. The 2021 JUNO Awards will be broadcast nationwide Sunday, June 6at 8 p.m. ET/5 p.m. PT on CBC TV, CBC Gem, CBC Radio One, CBC Music, CBC Listen, globally on and livestreamed on CBC Music’s TikTok, Facebook, YouTube and Twitter pages.

Lead Sponsors 

Returning sponsor, TD Bank Group has been a supporter of the JUNO Awards and MusiCounts, Canada’s Music Education charity, for the past decade, and strongly believes in the power of music to unite Canadians, inspire confidence and belonging, and create a sense of community. Leading up to this year’s celebration, TD has powered two successful JUNOS’ digital content series; “Archival Revival” bringing back the best broadcast moments from the JUNOS since 1975 and “Rising”, a powerful mini-doc series about new voices in Canadian Music. TD also powered the 2021 submissions, subsidizing a number of categories and helping drive a record number of submissions, and continued to support the MusiCounts TD Community Music Program, which grants up to $25,000 for community groups and not-for-profits to purchase musical instruments, equipment, and resources. TD Green Room returns as a virtual contest experience with exclusive fan performances and Q&As with nominees Lennon Stella and JP Saxe. In addition, TD will for the first-time present the Canadian Music Hall of Fame Inductee Award Presentation and Performance of Jann Arden on this year’s JUNO Awards Broadcast. 

Returning sponsor, SiriusXM Canada, the country’s leading audio entertainment company, celebrates 15 years of supporting artists as an award and event sponsor. SiriusXM Canada will be present throughout the JUNO Opening Night Awards (Friday, June 4th) and JUNO Awards Broadcast (Sunday, June 6th) presenting the prestigious Artist of the Year, Group of the Year and Comedy Album of the Year categories. The Official Satellite Radio and Streaming Partner’s ongoing support of MusiCounts, has helped put musical instruments into the hands of children in underserved schools through MusiCounts’ Band Aid Program

First-time sponsor, Freedom Mobile is the Official Mobile Partner of the 2021 JUNO Awards and the Presenting Sponsor of JUNO Fan Choice – the only fan-voted JUNO Award featuring the 10 biggest artists of the year. Freedom is proud to provide Canadians a choice in wireless offerings and the chance to choose their favourite Canadian artist. Presenting JUNO Fan Choice will be none other than Canadian actor, comedian, producer, and Freedom Mobile’s spokesperson Will Arnett. Freedom Mobile will also be supporting MusiCounts’ Band-Aid program in the coming months. Freedom Mobile Inc. is an indirect wholly owned subsidiary of Shaw Communications. 

First-time sponsor, Ford of Canada is the Official Automotive Partner of this year’s awards and presenting partner of the Electronic Album of the Year category. The partnership is centred around “Road Trip Home” a custom content piece & mini-doc featuring JUNO winning DJ/producer Felix Cartal and the new All-Electric Mustang Mach-E. The 60s piece will premiere on the JUNO Awards broadcast & live stream, driving to the full mini-doc, also premiering the same night. The auto brand is also running a nationwide promotion to give music fans the chance to win a virtual meet and greet and at-home VIP viewing experience with JUNO-winner Felix Cartal.

First-time sponsor, TikTok is the Official Voting Platform for JUNO Fan Choice Presented by Freedom Mobile. Canadians are invited to vote for their favourite artist on TikTok through the Discover page or by visiting for all voting options. There is no limit to the number of times you can vote, so fans are encouraged to visit weekly, daily or by the hour. The winner will be announced at the 2021 JUNO Awards, which will be broadcast nationally and, for the first time ever, live streamed to fans across Canada on TikTok. Tune in on June 6, 2021 at 8:00 pm ET on CBC Music’s TikTok account. Accompanying Will Arnett to present this award will be TikTok creators and stars, The Basement Gang. Last month, MusiCounts announced a partnership with TikTok Canada to support the MusiCounts Band Aid Program and the MusiCounts Learn resource, Kanata: Contemporary Indigenous Artists and Their Music. “Teaching with TikTok” tips will be integrated into the resource to support secondary school teachers wishing to bring contemporary Indigenous music into their high school classroom.. On TikTok, Arkells’ Max Kerman revealed the allocation of $1M to 95 schools across Canada through the MusiCounts Band Aid Program. A portion of these funds were donated by TikTok Canada.

Platinum Partner

First-time partner, Sonos is the Official Sound Experience Partner for the 2021 JUNO Awards and in honour of the 50th Anniversary, Sonos created All Our Sound Radio, an exclusive radio station celebrating the history of Canadian musical artists. Sonos listeners around the globe can tune in and enjoy some of the biggest hits from the past 50 years, along with personal anecdotes from their favorite Canadian artists, sharing the songs that have influenced and inspired their careers.  Participating artists include: Arkells, Corey Hart, Dallas Smith, July Talk, Lennon Stella, MacKenzie Porter, Rufus Wainwright, Sarah McLachlan, Savannah Ré, The Glorious Sons, and The Reklaws.  

Gold Partners

Returning partner, Chatters Hair Salon is Canada’s top destination for hair services and professional hair products both in-store and online. As the Official Hair Salon of the 2021 JUNO Awards, Chatters will provide hair services to get artists ready for the JUNO stage.

First-time partner, Johnnie Walker is the Official Whisky of the 2021 JUNO Awards along with support from World Class Canada. James Grant, the national winner of the World Class Canada bartending competition has created the Official Drink of the 50th Annual JUNO Awards – The JUNOS Johnnie Walker Highball. Livestream and toast to this year’s nominees with Johnnie Walker at the JUNO Opening Night Awards Presented by Music Canada on Friday, June 4 on

First-time partner, UNO®, the Official Toys/Game partner of the 2021 JUNO Awards is also celebrating their 50th anniversary this year and will be giving all JUNO nominees a UNO 50th Anniversary Premium Card Game in honour of the occasion. A multiple JUNO Award Winning Artist will take over the @UNO Instagram page on June 2nd, 2021 at 8 pm EST to host a round of “Did J-UNO” music trivia (#UNOattheJUNOS), where participants can answer questions live for chances to win exciting prizes.

CARAS would like to thank its incredible partners for the enormous support in putting together the 50th Annual JUNO Awards.  Each partner’s tremendous dedication to the arts continues to help Canadian music thrive. 

Exclusive Broadcast and Content Partner:

CARAS acknowledges the financial support of FACTOR, the Government of Canada and of Canada’s Private Radio Broadcasters.

Lead Sponsors: TD Bank Group, SiriusXM Canada, Freedom Mobile, Ford of Canada, and TikTok

Funding Partners: The Province of Ontario, the City of Toronto and Radio Starmaker Fund

Official JUNO Awards website: 
JUNO Fan Choice Presented by Freedom Mobile website:

JUNO Awards
Twitter: @TheJUNOAwards / Instagram: @TheJUNOAwards / Facebook: @TheJUNOAwards / Hashtag: #JUNOS, #JUNOS50


The Canadian Academy of Recording Arts and Sciences (CARAS) is a not-for-profit organization created to preserve and enhance the Canadian music industry and promote higher artistic and industry standards. This year marks the 50th anniversary of the JUNO Awards, a national celebration of Canadian music. In honour of this significant milestone, CARAS will launch exciting initiatives in the host city of Toronto, and nationally across our country. Each initiative will drive forward CARAS’ four key pillars: Educate through MusiCounts’ charitable programs and community resources, Develop emerging artists through mentorship and development programs, Celebrate Canadian artists with year-round JUNO Awards showcasing, and Honour music industry icons through the Canadian Music Hall of Fame. In a time unlike any other, our sound connects and unites us. The JUNOS are proud to represent so many Canadian facets of music, performance and recording, distinctly, All Our Sound. For more information on the 50th Annual JUNO Awards or The Canadian Academy of Recording Arts and Sciences (CARAS) please visit

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