Wrangler has signed a multiyear sponsorship take care of the Academy of Country Music and its Academy of Country Music Awards.

Under the terms of the deal, the Western wear brand will work to advertise rising country artists by presenting a short-form video series to focus on the subsequent generation of singers and their journeys, including the Recent Male and Recent Female Artist of the Yr nominees at this 12 months’s awards being held Thursday. Those artists include Zach Bryan, Jackson Dean, Ernest, Dylan Scott, Nate Smith, Bailey Zimmerman, Priscilla Block, Megan Moronoey, Caitlin Smith, Morgan Wade and Hailey Whitters.

“For greater than 75 years, Wrangler jeans have been synonymous with the country music industry,” said Allen Montgomery, vp of Western and workwear for Wrangler. “As a number one association for the country music industry, the Academy of Country Music was a natural collaboration alternative for the brand, allowing each groups to work harmoniously to raise, amplify and support the voices of up-and-coming country artists across the nation.”

Wrangler already sponsors several country music artists including George Strait, Jon Pardi and Cody Johnson in addition to the latest addition, Lainey Wilson.

Along with Wrangler’s support of individual artists within the country music space, the brand also recently announced a year-long sponsorship of Black Opry, a platform for Black artists, fans and industry professionals with a give attention to country, Americana, blues and folk genres. That sponsorship can even include spotlighting artists throughout this 12 months.

The Academy of Country Music Awards will air survive Prime Video.