Diageo Launches Full Portfolio Sponsorship at AMVCA

Diageo has announced its inaugural full portfolio sponsorship at the 12th edition of the Africa Magic Viewers' Choice Awards (AMVCA), a significant cultural milestone. This partnership brings together Diageo's diverse brands, including Guinness, Malta Guinness, Orijin, Smirnoff, and premium tequila brand Don Julio, to celebrate creative storytelling and cultural experiences across Africa.

The collaboration with AMVCA, which is a first for Diageo, aims to reinforce its legacy of championing moments that shape conversations around contemporary African culture. Akinut Babatunde, Executive Head of Content at MultiChoice West Africa, highlighted the importance of this partnership in expanding the AMVCA's footprint across the continent.

The 2026 edition of the awards will introduce a new recognition for Best Indigenous Language Film in North Central Africa, emphasizing the commitment to inclusivity and broader representation in African storytelling. Segun Ogunley from Diageo remarked on the significance of this partnership in showcasing cultural pride and celebrating diverse brand commitments.