The 12th edition of the Africa Magic Viewers’ Choice Awards has officially kicked off, ushering in a new era of corporate partnership as Diageo rolls out its first-ever full portfolio sponsorship of Africa’s premier film and television awards.
The landmark collaboration brings together several of Diageo’s leading brands—including Guinness, Malta Guinness, Orijin, and Smirnoff—while premium tequila label Don Julio takes centre stage as the headline sponsor for the 2026 edition.
The partnership marks Guinness’ debut as an AMVCA sponsor, reinforcing its longstanding association with creativity, craftsmanship, and cultural expression across Africa.
Organisers say the integrated sponsorship reflects a broader strategy by Diageo to connect with Africa’s diverse audiences through shared cultural experiences, moving beyond single-brand participation to a unified portfolio approach.
The awards, jointly led by Canal+ and MultiChoice, continue to expand their continental reach. This year’s edition introduces new categories recognising Best Indigenous Language films from North and Central Africa, underscoring a commitment to inclusivity and representation.
“We are celebrating culture in all its richness and authenticity,” said Atinuke Babatunde, Executive Head of Content and Channels at MultiChoice West Africa, noting the growing global resonance of African storytelling.
Also speaking, Segun Ogunleye, Head of Marketing, Africa Partner Markets at Diageo, described the partnership as a milestone that reflects both the diversity of the company’s brands and its commitment to celebrating moments of cultural pride.
The 2026 AMVCA will feature 32 award categories, including 18 jury-decided prizes, 11 audience-voted awards, and three special honours such as Lifetime Achievement and Trailblazer recognitions.
Veteran Nollywood star Joke Silva will serve as Head Judge, bringing decades of industry experience to the adjudication process.
Pre-event activities, including Icons Night and Cultural Day, are already building momentum ahead of the main ceremony scheduled for May 9, 2026, when filmmakers, actors, and creatives from across the continent will gather to celebrate excellence in African storytelling.
