Lagos, Nigeria – March, 2026
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.
Nominees for the 12th AMVCA will be unveiled on Sunday, March 29, 2026.
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.
“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.
