Guinness Takes Center Stage as Headline Sponsor of 2025 Calabar Carnival
Guinness has officially announced its role as the Headline Sponsor of the 2025 Calabar Carnival, Africa’s renowned street festival celebrated for its vibrant display of culture and creativity. The brand aims to infuse the festival with an extraordinary blend of energy, artistry, and African pride, making this edition one to remember.
From November 30th, 2025, through January 1st, 2026, Guinness will set Calabar ablaze with 30 days of immersive entertainment, bold experiences, and lively expressions of African brilliance. This marks one of Guinness’s most ambitious cultural initiatives, designed to amplify the festival’s spirit and create unforgettable moments for millions of revelers locally and globally.
A highlight of Guinness’s involvement will be the iconic Guinness Shine Party on December 25th—a grand celebration featuring captivating musical performances, dazzling visual displays, and engaging activities that embody the bold, creative spirit of Guinness. This event will serve as the cultural centerpiece, inviting attendees into a world where rhythm, self-expression, and innovation come together beneath the brand’s signature black and gold.
Yinka Bakare, Director of Marketing and Innovations at Guinness Nigeria, expressed enthusiasm about the partnership:
“Guinness has long stood as a symbol of African excellence, resilience, and creativity. As the headline sponsor of the 2025 Calabar Carnival, we are committed to not just supporting the festival but elevating it. Over 30 days, we will deliver experiences that celebrate the energy and cultural richness of our people, culminating in the grand Guinness Shine Party. Our goal is to light up Calabar with moments of pride, connection, and joy that resonate across generations.”
This year’s Calabar Carnival, themed “Traces of Time,” is expected to attract visitors from Nigeria and around the world. With Guinness leading the charge, the festival promises an elevated celebration of culture’s journey through history—highlighting the rhythm, heritage, and ongoing evolution that define today’s vibrant festivities.
As Calabar transforms into a hub of memories, magic, and meaningful moments, Guinness calls on everyone to prepare, show up boldly, and be part of this historic celebration.