They're often called the "bags of swag".  Things the artists, presenters and hosts get in a bag (must be a BIG one) as a thank you for being associated with the show this year.  Some businesses even have special edition or collection pieces designed specifically for this event.  Like the picture above, Sari Blue.  Their collection for the CMA's is called, "Guitars, Cars and Lucky Stars".  Want a sneak peek at what else is in their bags?

The CMA's will be held this Thursday, November 1 from the Bridgestone Arena in Nashville, TN.  B105 will have the show in stereo, in it's entirety starting at 7p.

Besides providing the seven piece collection called "Guitars, Cars and Lucky Stars" for the CMA Awards show gift bags.  SariBlue will also be showcasing their jewelry in the celebrity gift lounge.

For most businesses, this is the primo of primos!  They know their products will get into the hands of celebrities that could turn their business into a household name.  It's not just the CMA celebrities that get this special treatment, you see these "bags of swag" at the Oscars, The Golden Globes and the MTV Movie Awards, among others.

Info from:  SariBlue and Hollywood Life by Bonnie Fuller