Diageo has reaffirmed its commitment to Africa’s creative sector with its sponsorship of the Africa Magic Viewers’ Choice Awards (AMVCA).

The company played a pivotal role in shaping the AMVCA experience, contributing to the entertainment, hospitality, and broader creative economy ecosystem.

Through its portfolio-led presence, Diageo supported thousands of talents, vendors, SMEs, creators, and professionals across Africa. The sponsorship underscores the company’s commitment to promoting African culture, creativity, and economic empowerment.

“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 while also contributing meaningfully to the growth of the creative economy and the communities connected to it,” Alli said.

The move underscores Diageo’s long-term investment in Africa’s entertainment and creative industries. By backing platforms like AMVCA, Diageo aims to drive growth and opportunities for African talent and businesses.

Anchoring the sponsorship was Don Julio as the headline sponsor, reinforcing the premium positioning and cultural relevance of the awards.

Guinness served as the official beer sponsor while also owning the entertainment experience through electrifying performances from leading artistes, including Benson, Fave, Tiwa Savage, and Odumodu Black at the AMVCA after-party.

Across the wider Diageo portfolio, Johnnie Walker Blue Label, Black Label, and Blonde strengthened the company’s premium spirits presence through strategic category integration and award sponsorship moments, while The Singleton delivered a refined whisky experience through its curated Escape Lounge.

Orijin championed cultural expression as sponsor of the AMVCA Cultural Day, aligning deeply with heritage, creativity, and African identity. Malta Guinness maintained a strong and consistent presence throughout the celebration as the official Malt Drink.

Segun Ogunleye, head of marketing Africa partner markets, Diageo, said AMVCA has become one of Africa’s most important cultural moments, and Diageo is 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,” he added.

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

The sponsorship also reinforced Diageo’s long-standing commitment to supporting platforms that celebrate African excellence, elevate local storytelling, and create meaningful cultural connections with consumers and communities.

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

Overall, Diageo’s AMVCA presence showcased the breadth and strength of its portfolio while positioning the business as a key enabler of culture, premium experiences, and industry growth across Africa.