Guinness debuts at AMVCA as Diageo rolls out full portfolio sponsorship for 12th edition

2026-03-29 - 01:33

By Ayo Onikoyi The 12th edition of the Africa Magic Viewers’ Choice Awards has commenced with a major industry milestone, as Diageo announces its first-ever full portfolio sponsorship of Africa’s leading film and television awards. The partnership marks the debut of Guinness as an AMVCA sponsor, joining sister brands Malta Guinness, Orijin and Smirnoff. Premium tequila brand Don Julio has been unveiled as the headline sponsor for the 2026 edition. Organisers say the expanded sponsorship reflects a shift toward a unified brand presence aimed at celebrating African creativity, storytelling and shared cultural experiences. The platform also offers Guinness an opportunity to deepen its longstanding association with culture, craftsmanship and artistic expression. Nominees for this year’s awards are scheduled to be announced on March 29. The move signals a broader strategic direction for Diageo in Africa, transitioning from individual brand participation to a more integrated portfolio approach designed to connect with diverse audiences across the continent’s entertainment landscape. The AMVCA, jointly managed by Canal+ and MultiChoice, continues to expand its reach and inclusivity. The 2026 edition introduces a new category recognising Best Indigenous Language films from North and Central Africa, further strengthening representation across regional storytelling traditions. Speaking on the development, MultiChoice West Africa’s Executive Head of Content and Channels, Atinuke Babatunde, said African stories remain a powerful reflection of identity and global connection. Also commenting, Diageo’s Head of Marketing for Africa Partner Markets, Segun Ogunleye, described the partnership as a milestone that underscores the company’s commitment to celebrating moments of cultural pride and recognition. This year’s AMVCA will feature 32 award categories, including 18 decided by a jury, 11 open to public voting, and three special honours such as Lifetime Achievement and Trailblazer awards. Veteran actress Joke Silva will serve as Head Judge. Pre-event activities, including Icons Night and Cultural Day, are expected to build anticipation ahead of the main ceremony on May 9, when filmmakers, actors and industry stakeholders from across Africa will gather to honour excellence in storytelling.