Sandwich chain Subway Restaurants has signed-on as a sponsor of the MuchMusic Video Awards, which will take place on June 17. The sponsorship makes Subway the official restaurant of the event. The company will provide sandwiches for the performers appearing on the show. Earlier this month, Subway and MuchMusic ran a joint online photo caption contest in support of the awards. In addition, Subway promotional workers distributed cookies and coffee to people waiting in line for tickets to the show on June 6. "We're always looking for new ways to engage with and reward our fans," said Kathleen Bell, co-director of marketing at Subway. "The MMVAs partnership is another example of our leading-edge approach to reaching current and new consumers in today’s crowded environment." The deal was negotiated by Carat. Activation support has been provided by Veritas.