Guinness Makes Its First Appearance at AMVCA as Diageo Unveils Comprehensive Sponsorship Package for 12th Annual Event

The 12th edition of the Africa Magic Viewers’ Choice Awards has kicked off, marking a significant milestone in the industry, as Diageo has announced its first-ever full portfolio sponsorship of the awards, Africa’s premier film and television event.

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This partnership introduces Guinness as a first-time sponsor of the AMVCA, joining its sister brands Malta Guinness, Orijin, and Smirnoff, while Don Julio, a premium tequila brand, has been unveiled as the headline sponsor for the 2026 edition.

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The expanded sponsorship is a deliberate shift towards a unified brand presence, aimed at celebrating African creativity, storytelling, and shared cultural experiences, and it also provides Guinness with an opportunity to deepen its long-standing association with culture, craftsmanship, and artistic expression.

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The nominees for this year’s awards are set to be announced on March 29, and this 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.

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The AMVCA, which is jointly managed by Canal+ and MultiChoice, continues to expand its reach and inclusivity, and the 2026 edition introduces a new category that recognises Best Indigenous Language films from North and Central Africa, further strengthening representation across regional storytelling traditions.

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Atinuke Babatunde, Executive Head of Content and Channels at MultiChoice West Africa, noted that African stories remain a powerful reflection of identity and global connection, highlighting the significance of the awards.

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Segun Ogunleye, Diageo’s Head of Marketing for Africa Partner Markets, also commented on the partnership, describing it as a milestone that underscores the company’s commitment to celebrating moments of cultural pride and recognition.

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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, with veteran actress Joke Silva serving as Head Judge.

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The main ceremony, scheduled to take place on May 9, will bring together filmmakers, actors, and industry stakeholders from across Africa to honour excellence in storytelling, and pre-event activities, including Icons Night and Cultural Day, are expected to build anticipation ahead of the event.