MTV has signed sponsorship deals worth £10m for this year's Europe Music Awards, to be held in Edinburgh on November 6.
American Express, Vodafone Live! Replay and Foot Locker have all backed the event, celebrating its 10th anniversary this year and to be preceded by a four-date series of gigs, called the "Road to Edinburgh," held in London, Birmingham, Manchester and Newcastle from the end of this month.
A special arena is being built at Edinburgh's West Harbour to play host to the star-studded ceremony targeted at MTV's 16 to 34 audience.
Dave Sibley, vice-president and general manager, told Media Week: "The MTV Europe Music Awards 2003 is set to be the biggest and best yet - with additional marketing opportunities for all of our four sponsors via MTV."
The event is expected to reach between eight and 10 million viewers in the UK and up to one billion worldwide.
Sibley said it was bound to lead to an increase in advertisers wanting to promote products on the channel.
He said: "It's Europe's leading awards show. It's also the most technologically advanced awards show in the world, allowing us to offer our sponsors a powerful campaign."
The last time the event was staged in Britain was in 1996.
The venue then was London.
Sibley said: "We thought it was time to bring it to the UK again, but we decided to hold it in another part of the country this time - and Edinburgh, as a major cultural centre, seemed an ideal choice."
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