A new strapline, "Western Union: So much more than Money. Mobo: So much more than music", was displayed on a branded float and on the costumes of the float's street teams at the carnival, over the Bank Holiday weekend.
The campaign, which will run up to the Mobo Awards on September 20, will be seen in press, online and ethnic titles aimed at the Mobo audience.
Point-of-sale activity will also feature at Western Union's UK retail locations through Mobo merchandising and branded memorabilia giveaways.
The campaign has been created jointly by: Western Union's in-house marketing team, the BarBar shop; Sterling Media, which has developed the promotional strategy and providing events logistics; MS&L for corporate PR and Kent-based marketing agency, WFCA.
AJ Hanna, Western Union's regional vice-president UK, Ireland and Nordics, said: "Western Union is proud to support such a great initiative: Mobo represents the kind of grassroots activity that we are looking for because it reaches right into the heart of the communities we serve."
The Music of Black Origin Awards have run since 1996, with categories covering R'n'B, hip hop, reggae, world music and jazz.
The Mobo sponsorship deal includes the introduction of a Western Union-sponsored "Be Mobo" social responsibility award and further involvement in Mobo community and educational projects over the three years.
Kanya King, chief executive and founder of the Mobo Organisation, said: "Western Union is a great group of creative people, who take their grassroots community activities as seriously as we do, and we look forward to working with them in the years ahead on new and exciting initiatives."
Nominees for this year's awards include The Streets, Plan B, Sway, Gnarls Barkley, Corinne Bailey Rae, Kano, and Beyonce, who is up for four awards.
Comedian Gina Yashere will present the awards on September 20 at the Royal Albert Hall. The event will be broadcast live on BBC Three for the first time.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .