By Ayo Onikoyi

MultiChoice Nigeria has announced luxury tequila brand Don Julio as the headline sponsor of the 12th Africa Magic Viewers’ Choice Awards (AMVCAs), signalling what organisers describe as a new phase for the continent’s premier film and television honours.

The partnership, sealed between MultiChoice, now a Canal Plus company, and Diageo, aims to elevate the AMVCA experience as the awards prepare for a refreshed edition in 2026. The forthcoming ceremony will debut as the Don Julio AMVCAs, marking a redesigned approach to celebrating African storytelling and screen excellence.

Atinuke Babatunde, Executive Head, Content and Channels at MultiChoice, said the collaboration aligns with the AMVCA’s long-standing mission of spotlighting the continent’s most outstanding filmmakers and television creatives. “The AMVCAs have always celebrated the best of African film and television. As we step into this new era, Don Julio brings a spirit of global excellence that mirrors the artistry of our filmmakers, actors and storytellers,” she said.

According to MultiChoice, the values of craftsmanship, dedication and mastery that Don Julio represents resonate strongly with the ethos of the awards, which annually recognise exceptional achievements across film and television categories.

Marketing Director, Diageo South, West and Central Africa, Anne Joy Michira-Muhoro, described the partnership as a celebration of Africa’s creative brilliance. “Don Julio is proud to partner with Africa Magic to celebrate our home-grown talent who continue to inspire Africa and the world with unforgettable stories and exceptional filmmaking,” she said. She added that the brand’s global reputation for authenticity and artistry aligns with the passion African creatives pour into their work.

Organisers say the 2026 edition of the AMVCAs will be positioned as the most premium and culturally resonant yet, backed by Africa Magic’s commitment to providing a world-class platform for storytelling and Don Julio’s heritage of refined craftsmanship.

Further announcements regarding nominees, event activities, and exclusive Don Julio–AMVCA experiences are expected in the coming weeks.