Guinness makes historic AMVCA debut
The 12th edition of the Africa Magic Viewers’ Choice Awards (AMVCA) has officially commenced, marking a landmark cultural moment as Diageo activates its first-ever full portfolio sponsorship of Africa’s foremost
- Our Reporters
The 12th edition of the Africa Magic Viewers’ Choice Awards (AMVCA) has officially commenced, marking a landmark cultural moment as Diageo activates its first-ever full portfolio sponsorship of Africa’s foremost celebration of film and television excellence. The milestone partnership brings together the company’s diverse brands in a unified commitment to celebrating creativity, storytelling, and shared cultural experiences across the continent.
As part of this historic collaboration, Guinness joins the AMVCA as a sponsor for the very first time alongside Malta Guinness, Orijin, and Smirnoff, while premium tequila brand Don Julio takes centre stage as the headline sponsor of the 12th edition. The platform provides a natural stage for Guinness, a brand long associated with creativity, craftsmanship, and cultural expression, reinforcing its legacy of championing moments that shape conversations, celebrate talent, and define contemporary African culture.
This year’s partnership signals a strategic evolution in how Guinness connects with culture across Africa - moving beyond individual brand participation toward an integrated portfolio approach that mirrors the diversity of audiences, occasions, and creative expression shaping modern African entertainment.
Under the joint leadership of Canal+ and MultiChoice, the AMVCA continues to expand its continental footprint. The 2026 edition introduces new recognition for Best Indigenous Language films from North and Central Africa, reinforcing the awards’ commitment to inclusivity and broader representation across Africa’s storytelling landscape.
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“We are celebrating culture in all its richness and authenticity,” said Atinuke Babatunde, Executive Head of Content and Channels, MultiChoice West Africa. “From Lagos to Nairobi, from Dakar to Johannesburg, African stories continue to reflect who we are and how we connect with the world.”
“We are marking a significant milestone with this partnership,” said Head of Marketing, Africa Partner Markets at Diageo, Segun Ogunleye. “It reflects not only the strength and diversity of our brands but also our commitment to showing up for consumers in moments of celebration, recognition, and shared cultural pride.”
The awards will feature 32 categories, including 18 jury-decided awards, 11 audience voting categories, and three special recognition honours covering Lifetime Achievement and Trailblazer awards. Veteran Nollywood actress Joke Silva will serve as Head Judge, bringing decades of industry expertise to the adjudication process.
Pre-event activities, including Icons Night and Cultural Day, will build momentum ahead of the main awards ceremony scheduled for May 9, 2026, when filmmakers, actors, and creative stakeholders from across the continent will gather to celebrate excellence in African storytelling.
