Raheem Akingbolu
Global beverage company, Diageo, has reaffirmed its commitment to promoting African culture, creativity, and economic growth through its headline sponsorship of the recently concluded Africa Magic Viewers’ Choice Awards (AMVCA).
In a statement, the company said that its participation in the AMVCA reflected its support for platforms that celebrate African storytelling, talent, and innovation, while contributing to the continent’s growing creative economy.
Diageo, through its portfolio of brands, maintained a strong presence across several segments of the awards, including entertainment, hospitality, and cultural showcases that supported talents, vendors, creators, SMEs, and media professionals.
Its tequila brand, Don Julio, served as the headline sponsor of the awards. At the same time, Guinness emerged as the official beer sponsor and powered the entertainment segment with performances from artists such as Benson, Fave, Tiwa Savage, and Odumodublvck during the AMVCA after-party.
Other Diageo brands, including Johnnie Walker Blue Label, Johnnie Walker Black Label, and Johnnie Walker Blonde, also featured prominently through award sponsorships and category integrations, while The Singleton hosted a curated whisky experience at the Escape Lounge.
The company added that Orijin sponsored the AMVCA Cultural Day to promote African heritage and cultural identity, while Malta Guinness served as the official malt drink throughout the event.
Commenting on the partnership, the General Manager of Iageo, Adebayo Alli, said the company viewed culture as a key driver of creativity and economic opportunities.
Alli said: “At Diageo, we recognise that culture is a powerful driver of connection, creativity, and economic opportunity. Our involvement with AMVCA reflects our commitment to supporting platforms that celebrate African excellence while also contributing meaningfully to the growth of the creative economy and the communities connected to it.”
Also speaking, the Head of Marketing Africa Partner Markets at Diageo, Segun Ogunleye, said the AMVCA had become one of the continent’s biggest cultural platforms.
Ogunleye said: “AMVCA has become one of Africa’s most important cultural moments, and we are proud to be part of a platform that continues to elevate storytelling, talent, entertainment, and innovation across the continent. Through our brands, we are creating experiences that resonate deeply with consumers while supporting an industry that continues to shape Africa’s global cultural influence.”
According to the company, the economic impact of the awards extends beyond entertainment, as filmmakers, fashion designers, makeup artists, production crews, hospitality businesses, and content creators continue to benefit from opportunities created around the event.
Diageo added that its sponsorship reinforced its long-standing commitment to supporting African excellence, local storytelling, and cultural connections across communities on the continent.
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