Key Takeaways:
- Sharpie positions itself as the "Official Autograph Pen" of the 2025 AMAs, marking its inaugural presence at the event.
- Megan Moroney utilized Sharpie pens for autographs throughout the ceremony, transforming a routine moment into a culturally relevant brand experience
- The partnership includes a charity auction supporting the Easy Day Foundation.
This year, the real star of the red carpet came with a felt tip.
Sharpie made its first official appearance at the American Music Awards this year, joining forces with country musician Megan Moroney.
The brand was named the “Official Autograph Pen of the 2025 AMAs,” marking (pun intended) a new chapter in its longtime association with entertainment.
View this post on Instagram
Moroney, attending the awards for the first time, used Sharpie products throughout the evening.
The move linked her rising music career with the brand’s long-standing red carpet presence.
The partnership continued at the AMAs after-party, where guests experienced live custom sketching and interactive photo booths featuring Sharpie markers.
The brand used the event to showcase its newer products, including S-Gel Pens and Creative Markers, now available at major retailers and online platforms.
#ad The #AMAs after party photos took on a whole new look 🎨 @Sharpie and their NEW Creative Markers brought fun portraits to the festivities! #SharpiexAMAspic.twitter.com/jA7XbM4XtE
— American Music Awards (@AMAs) May 28, 2025
Gina Lazaro, VP of Brand Management, Writing at Sharpie parent company Newell Brands, commented on the partnership in a press release:
"Megan embodies the spirit of what Sharpie stands for — boldness, authenticity, and the excitement of new beginnings."
Sharpie’s alignment with a fast-rising music artist at a high-profile televised event reflects a smart approach to staying relevant.
It demonstrates how heritage brands can maintain cultural presence through authentic partnerships without veering off their core identity.
For agencies and brand managers, this move offers a model for collaborating with public figures whose values and visibility align with a product’s long-term brand promise.
Beyond the Mic and Marker
The brand partnership extended beyond the red carpet.
Sharpie and Moroney jointly announced a charitable initiative involving signed memorabilia donated to benefit the Easy Day Foundation, which supports veterans and their families.
The AMAs was held on May 26, which was Memorial Day.
View this post on Instagram
This partnership allowed fans and attendees to take home more than just autographs.
It offered a chance to participate in a cause that reaches far beyond the music industry.
Select Sharpie fans will also have the opportunity to win signed items through upcoming promotions.
View this post on Instagram
Moroney, a nominee for both Favorite Female Country Artist and Favorite Country Album at the 2025 AMAs, continues to build momentum in the country music scene.
Her second album, "Am I Okay?" has resonated widely, following the success of her multi-platinum hit “Tennessee Orange.”
Currently on a 50-date North American tour, she is performing in some of the largest venues of her career.
Meanwhile, Spotify recently turned a halftime performance into a marketing spectacle with the surprise launch of its new MVP Award.
