The move is the soft drinks firm’s latest effort to keep pace with its target teen audience which it believes has already grown out of pop music.
The company’s latest sponsorship announcement is part of an open U-turn policy by the company which famously came to prominence with its opportune and high profile
backing of ITV’s pop wannabe show Popstars.
Chief executive officer Tony Parente said the two-year MOBO tie-up, which will cover both the 2004 and 2005 awards, was part of the company’s attempt to broaden the appeal of the four-strong T& T range, which has now been completely sugar-free for more than a year.
He added: “We are moving the brand to a different audience and a wider one.”
For the MOBO sponsorship T&T will be the event’s official soft drink and will be backed by advertising. This year’s awards, on September 30, will be televised.