Africa’s premier celebration of film and television is entering a bold new chapter. MultiChoice, the parent company of Canal Plus, has partnered with luxury tequila brand Don Julio to become the headline sponsor of the 12th Africa Magic Viewers’ Choice Awards (AMVCAs). This collaboration signals a strategic elevation of the continent’s most prestigious entertainment awards, promising a reimagined experience for both creators and audiences.

The partnership reflects a shared commitment to mastery, artistry, and excellence. With this collaboration, the AMVCAs are set to debut as the Don Julio AMVCAs, highlighting premium storytelling and unforgettable cultural moments that celebrate Africa’s brightest talents.

Atinuke Babatunde, Executive Head of Content and Channels at MultiChoice, described the partnership as a natural alignment of values. “The AMVCAs has always celebrated the best of African film and television,” she said. “As we step into this new era, Don Julio brings a spirit of global excellence that perfectly mirrors the artistry of our filmmakers, actors, and storytellers. Together, we are reimagining what it means to honour African talent.”

The synergy between the AMVCAs and Don Julio is rooted in a shared passion for craftsmanship and dedication. Don Julio, one of the world’s most iconic luxury tequila brands, is renowned for meticulous attention to detail and artistry in every bottle — values that echo the commitment of African creatives whose stories captivate audiences across the continent and the globe.

Anne Joy Michira-Muhoro, Marketing Director for Diageo South, West, and Central Africa, emphasized the significance of the collaboration. “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, exceptional performances, and masterful filmmaking. Globally, Don Julio prides itself on authenticity, craftsmanship, and a creative fire that elevates. It is that same trailblazing spirit and ‘por amor’ ethos that inspires Don Julio’s toast to an enduring partnership with the AMVCAs.”

The 12th edition promises to be a landmark moment, blending Africa Magic’s dedication to providing a world-class platform for African creatives with Don Julio’s passion for artistry and refinement. Audiences can look forward to exclusive AMVCA x Don Julio experiences, enhanced event programming, and recognition of the continent’s most committed storytellers.

Further details about nominees, event activities, and exclusive experiences are expected to be revealed in the coming weeks, setting the stage for what promises to be the most premium and culturally resonant AMVCAs to date.