Guinness seeks double from multi-million sponsorship of AMVCA

There is a broader purpose by Guinness on its recent multi-million-naira commitment for the sponsorship of the 12th edition of Africa Magic Viewers’ Choice Awards (AMVCA).

The yearly platform, which sees the convergence of African creative talents, is a prestigious ceremony that celebrates outstanding achievements in African film and television, recognizing actors, directors, and technical talent.  Africa Magic Viewers’ Choice Awards which began in 2013 and hosted in Lagos, Nigeria, attracts over 5,000 visitors

For African culture industry growth, AMVCA helps to promote the African film industry, especially Nollywood, to a global audience. Guinness is simply keying into this event to further boost the African culture as Africa’s film industry led by Nigeria continues to attract global recognition. It is therefore important that such corporate support is relevant to maintain cultural growth.

Building Nigerian culture to contribute to the $1 billion economy e requires  such a  collective action.

Guinness partnership with AMVCA is said to signal connection with the values of African creativity. As headline sponsor of the event, the brand is strengthening its  connection with African communities.

“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 Segun Ogunleye, Head of Marketing, Africa Partner Markets at Diageo . “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.”

In addition to celebrating and promoting African culture, Guinness is also perhaps chasing eyeballs. In a long time, brands have taken a new route to advertising by sponsoring major events for visibility and audience connection.

Things that matter to advertisers include attention, especially in a saturated market, and call to action. An analyst says Guinness managers have chosen a good route by sponsoring AMVCA  to  further enhance its brand, visibility and connection with African creative community  more than direct advertising will do. The award will hold on May 9, 2026 to be preceded with Icons Night and Cultural Day.