Maluma was announced as a global ambassador for BOSS Fragrances' BOSS Bottled Beyond fragrance in September 2025, joining actors Bradley Cooper and Vinícius Júnior in this role. He participated in promotional events, including a special lighting and performance at the Empire State Building during Hispanic Heritage Month celebrations in October 2025.

Maluma released the song 'Rumba (Puro Oro Anthem)' with Michelob ULTRA Pure Gold to celebrate the beer being brewed with 100% solar electricity. The song, which features the sounds of the sun, was part of the Earth Day celebration highlighting sustainability efforts.

Maluma announced a formal partnership with Hennessy in October 2019, aiming to embody the brand's 'Never stop. Never settle.' mantra for Latinx audiences. This collaboration included U.S. tour support, original content, cross-channel promotions, and a special limited edition collector's item.

Maluma launched the 'Royalty by Maluma' collection exclusively with Macy's in March 2022. Designed in partnership with Reunited Clothing, the collection features men's and women's clothing inspired by his Latin culture and emphasizes inclusivity with a fluid design concept.