By Benjamin Njoku

Diageo has reaffirmed its commitment to advancing African culture, creativity, and economic empowerment as headline sponsor of the recently concluded Africa Magic Viewers’ Choice Awards (AMVCA).

Through a portfolio-wide presence across multiple touchpoints, the company played a central role in shaping the awards experience and supporting the broader creative economy ecosystem.

Don Julio served as Headline Sponsor, reinforcing the premium positioning and cultural relevance of the awards.

Guinness was the official beer sponsor and powered the entertainment at the AMVCA after-party with performances from Benson, Fave, Tiwa Savage, and Odumodublvck.

Across the wider portfolio, Johnnie Walker Blue Label, Black Label, and Blonde strengthened Diageo’s premium spirits presence through strategic category integration and award sponsorships.

The Singleton offered a refined whisky experience at its curated Escape Lounge, while Orijin championed cultural expression as sponsor of AMVCA Cultural Day, aligning with heritage, creativity, and African identity. Malta Guinness maintained a strong presence throughout as the Official Malt Drink.

“At Diageo, we recognize that culture is a powerful driver of connection, creativity, and economic opportunity,” said Adebayo Alli, General Manager, Diageo. “Our involvement with AMVCA reflects our commitment to supporting platforms that celebrate African excellence and contribute meaningfully to the growth of the creative economy and the communities connected to it.”

Segun Ogunleye, Head of Marketing for Africa Partner Markets, added:

“AMVCA has become one of Africa’s most important cultural moments. We are proud to be part of a platform that elevates storytelling, talent, entertainment, and innovation across the continent. Through our brands, we create experiences that resonate with consumers while supporting an industry that continues to shape Africa’s global cultural influence.”

From filmmakers and fashion designers to makeup artists, production crews, hospitality businesses, content creators, and media professionals, the economic impact of AMVCA extends far beyond the awards stage, creating opportunities for SMEs and driving value across Nigeria’s growing creative economy.

As part of its participation, senior executives from Diageo and its portfolio brands presented key award categories, underscoring the company’s investment in the future of African entertainment and storytelling.

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer.