Guinness Makes African Cultural History with First-Ever AMVCA Sponsorship
The 12th edition of the Africa Magic Viewers’ Choice Awards (AMVCA) has kicked off with a historic milestone, as Diageo launches its first-ever full portfolio sponsorship of Africa’s premier film and television awards. This landmark partnership unites the company’s diverse brands in a collective celebration of African creativity, storytelling, and cultural expression.
For the first time, Guinness joins the AMVCA as a sponsor, alongside Malta Guinness, Orijin, and Smirnoff, while Don Julio, a premium tequila brand, takes centre stage as the headline sponsor for this year’s event. Known for its association with creativity, craftsmanship, and cultural expression, Guinness’s involvement underscores its commitment to championing moments that influence conversations, showcase talent, and define contemporary African culture.
Nominees for the 12th AMVCA will be announced on Sunday, March 29, 2026.
This strategic partnership signifies an evolution in how Guinness connects with African culture—shifting from individual brand sponsorships to an integrated portfolio approach that reflects the continent’s diverse audiences, occasions, and creative narratives.
Under the joint leadership of Canal+ and MultiChoice, the AMVCA continues to grow its reach across Africa. The 2026 edition will introduce new awards for Best Indigenous Language Films from North and Central Africa, emphasizing the awards’ dedication to inclusivity and broader representation in African storytelling.
“We are celebrating culture in all its richness and authenticity,” said Atinuke Babatunde, Executive Head of Content and Channels, MultiChoice West Africa. “From Lagos to Nairobi, from Dakar to Johannesburg, African stories continue to reflect who we are and how we connect with the world.”
“We are marking a significant milestone with this partnership,” said Segun Ogunleye, Head of Marketing, Africa Partner Markets at Diageo. “It reflects not only the strength and diversity of our brands but also our commitment to showing up for consumers in moments of celebration, recognition, and shared cultural pride.”
The awards will honor 32 categories, including 18 jury-decided awards, 11 audience voting categories, and three special recognition awards—Lifetime Achievement and Trailblazer awards. Veteran Nollywood actress Joke Silva will serve as Head Judge, bringing her extensive industry experience to the adjudication process.
Pre-event activities like Icons Night and Cultural Day will build anticipation ahead of the main ceremony scheduled for May 9, 2026, when filmmakers, actors, and creatives from across Africa will gather to celebrate excellence in African storytelling.