Diageo Backs African Culture at the AMVCAs
Diageo has reaffirmed its commitment to promoting African culture and supporting the creative economy, as highlighted by its sponsorship of the recently concluded Africa Magic Viewer’s Choice Awards (AMVCA). The company stated that its participation in the AMVCA reflects its support for platforms that celebrate African storytelling and talent, which contribute to the growth of the creative economy.
Diageo's portfolio includes brands such as Johnnie Walker and Don Julio, which were prominently featured during the awards. Adebayo Alli, the General Manager of Diageo, emphasized that culture is a key driver of creative economic opportunities.
Segun Ogunley, head of market for Africa at Diageo, noted that the AMVCA has become one of Africa's most significant cultural platforms, elevating storytelling and talent across the continent. Diageo's sponsorship aims to reinforce its long-standing commitment to supporting local storytelling and cultural connections within communities.
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