By Esther Onyegbula

Guinness Nigeria has taken centre stage as the Official Headline Sponsor of the 2025 Calabar Carnival, pledging to deliver one of the most vibrant cultural showcases the iconic street festival has ever witnessed.

The company announced the sponsorship in Lagos, promising a full-scale takeover of activities from November 30, 2025, to January 1, 2026. The 30-day festival, regarded as Africa’s biggest street carnival, will feature bold brand experiences, immersive entertainment, and a new layer of creative expression aimed at energising millions of visitors.

A major highlight of this year’s celebration is the Guinness Shine Party, scheduled for December 25. The event will feature premium music performances, dazzling visual displays, and interactive experiences designed to embody the brand’s signature black-and-gold identity. Guinness describes the Shine Party as a cultural centrepiece that will amplify the artistry, rhythm, and self-expression synonymous with the Carnival.

Speaking during the announcement, Yinka Bakare, Director, Marketing and Innovations, Guinness Nigeria, said the brand’s involvement goes beyond sponsorship.

“Guinness has always been a bold symbol of African excellence, creativity, and resilience. As headline sponsor of the 2025 Calabar Carnival, we are not just supporting the festival—we are amplifying it,” he said.

“For 30 days, we’re bringing experiences that celebrate the energy and self-expression of the people, culminating in the Guinness Shine Party on December 25th. This is more than sponsorship; it is our commitment to lighting up Calabar with unforgettable moments that inspire pride, connection, and joy.”

This year’s Carnival, themed “Traces of Time,” is expected to attract large numbers of revellers from across Nigeria and abroad. Organisers say the theme reflects the journey of culture through generations, celebrating its evolution and the shared memories that define the festival.

With Guinness leading the festivities, the 2025 edition is projected to deliver an elevated experience that blends tradition with contemporary creativity, further cementing Calabar’s reputation as a global cultural destination.

As preparations intensify, the brand is urging the public to “get ready, show up boldly, and shine through the season,” as Calabar readies itself for a month of colour, music, and unforgettable moments.