The Golden Globes’ winners in 2025 included Wicked and Shōgun, but a range of brands, networks, and even luxury travel destinations stand to also gain from the event.
The awards ceremony aired today from the Beverly Hilton in Beverly Hills, California, celebrating films and television released last year.
Dick Clark Productions, a subsidiary of Penske Media, acquired the Golden Globes in 2023 for an undisclosed amount. “We have a great team in place to grow this iconic brand and captivate new and existing audiences to celebrate the very best in television and motion pictures,” Penske Media CEO Jay Penske said at the time.
The Golden Globes are broadcast in the United States on CBS and in Australia through Channel 10, as well as worldwide on Paramount+. CBS secured the broadcasting rights to the event for an additional five years in 2024, which will also include continued Paramount+ streaming.
Gift bags for the 2025 Golden Globes’ attendees are valued at around US$1 million (A$1.6 million), with guests offered prizes like a $507,500 holiday in Turks and Caicos or a $60,000 luxury yacht charter in Indonesia.
The Golden Globes award ceremony costs around US$10-20 million to stage, GQ estimated in 2020. This includes the cost of production, security, venue hire, catering, and award manufacturing.
Awards season marketing campaigns can also be highly expensive, often costing studios from US$3 million to $15 million.
Campaigns can include special screenings, out-of-home advertising, and unique content or experiences like Netflix’s FYSee Space, where the streamer offers awards voters discussion panels and immersive experiences.
Celebrity fashion is typically a highlight of the Golden Globes, with this year’s attendees showcasing custom clothing by Saint Laurent, as well as looks designed by Balenciaga, Louis Vuitton, and Christian Dior.
Brands like Dior, Armani, and Prada saw significant increases in public attention after the 2024 Golden Globes, with a report by Launchmetrics estimating Dior earned a media-impact value of US$15 million through its outfits’ media reach and engagement.
Fashion brands may pay from US$50,000 to $200,000 for a major celebrity to wear their clothing at just one red carpet appearance.
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