The partnership marks the debut of Guinness as an AMVCA sponsor, alongside sister brands Malta Guinness, Orijin, and Smirnoff. Premium tequila brand Don Julio has been unveiled as the headline sponsor for the 2026 edition.
Organisers said the expanded sponsorship reflects a move toward a unified brand presence that celebrates African creativity, storytelling, and shared cultural experiences, while offering Guinness an opportunity to deepen its longstanding association with culture, craftsmanship, and artistic expression. Nominees for the 2026 awards are set to be announced on March 29.
The sponsorship signals a strategic shift for Diageo in Africa, moving from individual brand participation to an integrated portfolio approach designed to engage diverse audiences across the continent’s entertainment landscape.
Jointly managed by Canal+ and MultiChoice, the AMVCA continues to expand its reach and inclusivity. The 2026 edition introduces a new category recognising Best Indigenous Language films from North and Central Africa, further strengthening representation of regional storytelling traditions.
Speaking on the development, MultiChoice West Africa’s Executive Head of Content and Channels, Atinuke Babatunde, said, “African stories remain a powerful reflection of identity and global connection.” Diageo’s Head of Marketing for Africa Partner Markets, Segun Ogunleye, described the partnership as a milestone that underscores the company’s commitment to celebrating moments of cultural pride and recognition.
This year’s AMVCA will feature 32 award categories, including 18 jury-decided awards, 11 open to public voting, and three special honours, such as Lifetime Achievement and Trailblazer awards. Veteran actress Joke Silva will serve as Head Judge.
Pre-event activities, including Icons Night and Cultural Day, are expected to build anticipation ahead of the main ceremony on May 9, when filmmakers, actors, and industry stakeholders from across Africa will gather to honour excellence in storytelling.