Global beverage company Diageo has reaffirmed its commitment to supporting Africa’s creative industry and cultural development through its major partnership with the recently concluded Africa Magic Viewers’ Choice Awards.
The company said its involvement in the AMVCA reflects a broader strategy aimed at promoting African storytelling, creativity, talent and economic opportunities linked to the continent’s entertainment industry.
Through several of its brands, Diageo maintained a visible presence across different segments of the event, including entertainment, hospitality, cultural exhibitions and award sponsorships.
The company noted that the partnership also created opportunities for creators, vendors, small businesses, media professionals and other players within the creative ecosystem.
Diageo’s tequila brand, Don Julio, served as the headline sponsor of the awards ceremony, while Guinness acted as the official beer sponsor and supported the entertainment segment of the event.
The Guinness-sponsored after-party featured performances from popular music stars including Benson, Fave, Tiwa Savage and Odumodublvck.
Other Diageo brands such as Johnnie Walker Blue Label, Johnnie Walker Black Label and Johnnie Walker Blonde were also integrated into various award categories and event experiences.
The Singleton whisky brand hosted a premium whisky experience at the Escape Lounge, while Orijin sponsored the AMVCA Cultural Day to celebrate African heritage and traditional identity.
Malta Guinness was also featured as the official malt drink throughout the event.
Speaking on the partnership, General Manager of Diageo, Adebayo Alli, said culture remains a powerful tool for creativity, connection and economic development.
According to him, the company’s support for the AMVCA aligns with its commitment to platforms that celebrate African excellence while contributing to the growth of the continent’s creative economy.
Head of Marketing for Africa Partner Markets at Diageo, Segun Ogunleye, described the AMVCA as one of Africa’s most influential cultural platforms.
He said the awards continue to promote storytelling, entertainment, innovation and talent across the continent while strengthening Africa’s global cultural influence.
Diageo also highlighted the wider economic impact of the event, noting that industries linked to filmmaking, fashion, beauty, production, hospitality and digital content creation continue to benefit from opportunities generated around the awards.
The company added that its sponsorship further reinforces its long-term support for African creativity, local storytelling and cultural development across the continent.
