The much-awaited 10th season of Big Brother Naija (BBNaija) will debut in July, with a double launch planned for July 26 and 27, 2025, according to MultiChoice Nigeria.
Guinness Nigeria was also revealed by the show’s organisers as a Gold Sponsor for the historic tenth season. The winner will receive a record-breaking N150 million grand prize, the largest cash payout in the show’s history since its launch in 2006. The new season promises 10 weeks of gripping drama, strategic gameplay, and unmatched entertainment, culminating in the grand finale on October 5, 2025.
Guinness Nigeria’s Director of Marketing and Innovations, Yinka Bakare, commented on the collaboration, saying: “This partnership marks a thrilling alignment between two of Nigeria’s most beloved brands, Guinness and Big Brother Naija. As the show celebrates a decade of unforgettable entertainment, Guinness™ steps into the spotlight to bring the bold experiences, authentic connections, and extraordinary moments it is known for to viewers across the continent.
“We’re excited to be a Gold Sponsor of Big Brother Naija Season. For 75 years, Guinness has stood as a symbol of originality and resilience in Nigeria. This sponsorship reflects our commitment to celebrating authenticity, creative expression, and the rich diversity of Nigerian youth culture,” he added.
MultiChoice Nigeria CEO John Ugbe also discussed the partnership, saying: “Guinness is a brand that speaks directly to the passion and creativity of the BBNaija audience. Their involvement this season is a natural fit, and we’re thrilled to have them on board to elevate the experience for our fans.”
Also, Busola Tejumola, Executive Head of General Entertainment at MultiChoice Group, had this to say about her excitement for the upcoming season: “Today, we are not just announcing another season; we are celebrating a legacy. From the first time we introduced Big Brother Naija in 2017, we had an inkling that we had something special. What we couldn’t fully imagine then is how deeply the show would resonate in Nigeria, Africa, and the global diaspora, where our stories continue to connect people to home.”
Continuing, viewers can expect a new wave of excitement even though the official theme for Season 10 will be revealed on the night of the premiere. With intriguing house chores and parties, the tenth anniversary season of Big Brother Naija is expected to be bigger, bolder, and more immersive. Fans can anticipate unique in-show segments, memorable house moments, and daring activations both inside and outside the House now that Guinness is a part of the mix. Expect anything from bold challenges to original content, and keep an eye out for the big bang at the bars in their area, which will be driven by the distinctive Guinness vibe.
Smirnoff, Gordons, HFM, Pepsi, Aquafina, Supakomando, Tolaram Group, Bet King, Golden Penny Foods, Haier Thermocool, Checkers custard, and Innoson Motors are among the regular sponsors of the legendary show’s historic season.
The premiere will be live on July 26 and 27 at 7 p.m. for fans. WAT exclusively on Showmax, Family, and Africa Magic Showcase. All of the live action and special broadcasts are available to viewers on Showmax, GOtv Channel 49, and DStv Channel 198. Only Africa Magic Showcase (DStv Channel 151, GOtv Channel 8), Africa Magic Family (DStv Channel 154, GOtv Channel 7), and Showmax will broadcast the live Sunday eviction shows. The DStv and GOtv Stream apps, which are accessible on the Google Play Store and iOS App Store, allow DStv and GOtv subscribers to watch the program while on the go.
