Guinness Nigeria Breaks New Ground with Multi-Brand Sponsorship at AMVCA

Guinness Nigeria Plc has made a groundbreaking entrance onto Africa’s premier creative platform with its first-ever multi-brand sponsorship of the Africa Magic Viewers’ Choice Awards (AMVCA). The sponsorship brought together Guinness, Malta Guinness, Orijin, and Smirnoff across the 12th edition of the awards. The AMVCA served as a stage to showcase the brands produced locally by Guinness Nigeria, a testament to the company’s ongoing partnership with Diageo. This marks a notable shift in how Guinness Nigeria engages with spaces where African creativity, storytelling, and cultural identity are being shaped.

During the event, Girish Sharma, Managing Director and Chief Executive Officer of Guinness Nigeria Plc, reflected on what this milestone signifies for the company and its brands. “Our continued collaboration with Diageo allows us to bring an exceptional portfolio of brands to the moments Nigerian consumers care about most. Showcasing Guinness, Orijin, and Smirnoff at a stage like the AMVCA matters because these are brands made here, by us, for the people shaping Africa’s creative and cultural future,” he said.

Rotimi Odusola, Corporate Relations and Legal Director at Guinness Nigeria, who presented the Best Indigenous Language award sponsored by Smirnoff Ice, spoke about the broader importance of the partnership. “Recognising excellence in indigenous language storytelling is a moment that sits close to who we are as a company rooted in Nigeria. Through Smirnoff Ice, we are honouring the creators keeping our languages, our stories, and our cultural identity alive on screen, and that is a privilege we do not take lightly,” he stated.

Ramanathan Solayappan, Marketing and Innovations Director at Guinness Nigeria, discussed the consumer focus behind the multi-brand involvement. “Each of our brands speaks to diverse parts of the Nigerian consumer’s life, and the AMVCA provides one stage where all those connections come alive at once. It is a reminder that marketing is about showing up meaningfully where culture is being shaped,” he explained.

The decision to present a full slate of brands at a key cultural event reflects Guinness Nigeria’s broader philosophy of engaging where culture is actively evolving. Guinness, making its AMVCA debut, presented the Best Director category, emphasising its support for the creators shaping the future of African cinema. Orijin celebrated originality and African identity during the AMVCA Cultural Night, while Smirnoff added a lively, contemporary energy designed to resonate with younger audiences driving today’s creative scene. Malta Guinness extended its *Every Side of You* campaign into the AMVCA moment, celebrating the many facets of consumers as they engage with culture, creativity, and daily life. Diageo also showcased its Don Julio and The Singleton brands, with Don Julio serving as the headline sponsor.

This partnership at the AMVCA forms part of Guinness Nigeria’s wider cultural agenda for 2026. Alongside activations centred on major football events and heritage celebrations like the Ojude Oba Festival, the AMVCA underlines the company’s expanding focus on entertainment, sport, and culture as platforms where passion and community identity intersect.

Through Guinness, Malta Guinness, Orijin, and Smirnoff, Guinness Nigeria has not merely sponsored an event — it has become part of the broader narrative of African creativity, ambition, and cultural influence.