When the lights came up at the Eko Hotel and Suites, the 12th edition of the Africa Magic Viewers’ Choice Awards (AMVCA) was already carrying more commercial weight than any previous edition in its thirteen-year history. The brands sponsoring this 12th edition did not simply write cheques and place logos around a venue. They built experiences, staked cultural positions, and in several cases rewrote what sponsorship of Africa’s biggest entertainment night is supposed to look like.
The ceremony was sponsored by Guinness Nigeria, Malta Guinness, Indomie Noodles, Singleton, Onga, Johnnie Walker in its Blonde, Blue, and Black expressions, Orijin, MTN, Smirnoff Ice, QuickTeller, Verve, Indomie, Cadbury Hot Chocolate and Lush Hair, making it one of the most commercially loaded edition the AMVCA has seen.
At the top of the sponsorship list sat a name that raised eyebrows when it was first announced. In a major first, Don Julio Tequila was announced as headline sponsor for the 12th AMVCA, with Johnnie Walker and The Singleton joining as supporting brands, marking the first time a luxury spirits brand has led the charge at Africa’s most prestigious film and television ceremony.
Speaking on the partnership, Atinuke Babatunde, Executive Head of Content and Channels at MultiChoice, said the collaboration reflects shared principles of craftsmanship and dedication, drawing a direct line between what filmmakers put into their work and what Don Julio puts into its tequila.
The brand went further than a simple stage credit, hosting an exclusive edition of its signature Don’s Table experience for AMVCA winners, giving them a platform to speak freely about their creative process and the wins that made it all worthwhile. Don Julio then closed out the weekend in style, joining forces with Johnnie Walker Blue Label to co-host Blue-42, an exclusive after-party bringing together filmmakers, actors, and cultural tastemakers for a night of live music, fine dining, and signature cocktails, marking the first time two of the world’s most celebrated luxury spirits brands have come together in recognition of African talent.
According to reports, Don Julio headlined the the Awards Night and Red Carpet, presenting awards in three key categories: Best Movie: My Father’s Shadow; Fumbi Ogbunbanwo and Rachel Dargavel, Best Lead Actor; Uzor Arukwe from the movie “Colours of Fire” and Best Supporting Actress; Linda Ejiofor from the movie “ The Herd”
Also, N5 Million cash prize was awarded by MTN to the Best Documentary; Beyond Olympic Glory by Shedrack Salami and Best Short Film; Husaini by Orire Nwani and Josh Olaoluwa.
Diageo’s Head of Marketing for Africa Partner Markets, Segun Ogunleye, described the collective partnership as a milestone that underscores the company’s commitment to celebrating moments of cultural pride and recognition, and on the night, it showed. The brands at AMVCA 12 did not just show up. They participated in the story.
Johnnie Walker, present across three expressions at the event, was arguably one of the most active brands across the full AMVCA week.
Johnnie Walker Blonde opened the week with Young Filmmakers Day, facilitated by Uche Jombo, creating room for emerging creators to engage directly with established voices across film and digital media, while also backing the Best Digital Content Creator category at the main ceremony. Icons Night, the pre-ceremony tribute to Nollywood’s legends, was powered by Johnnie Walker and rooted in the brand’s Keep Walking philosophy, positioning the evening as a celebration of progress, legacy, and the relentless spirit it takes to build greatness over time.
Johnnie Walker Black Label then marked Cultural Day with a focus on cross-cultural expression, its community of collaborators including Elozonam Ogbolu, who received a nomination in the Best Digital Content Creator category while championing the brand throughout the AMVCA week. Emmanuel Kanaga and Sophia Chidi were announced winners of this award.
Guinness Nigeria brought a different kind of statement to the event, one rooted in local production and cultural identity. The company arrived with Guinness making its AMVCA debut on the awards stage, presenting the Best Director category in recognition of the creators shaping African cinema, it presented Best Indigenous Language Films for Regional categories and also an award for Guinness Best Dressed Category for both male and female.
The partnership marks the debut of Guinness as an AMVCA sponsor, joining sister brands Malta Guinness, Orijin, and Smirnoff in what organisers described as a shift toward a unified brand presence aimed at celebrating African creativity, storytelling, and shared cultural experience.
Orijin brought its celebration of African originality and identity to Cultural Night, while Smirnoff Ice presented the Best Indigenous Language category, honouring the storytellers keeping Nigeria’s languages alive on screen.
Malta Guinness extended its Every Side of You campaign into the AMVCA moment, speaking to the many dimensions of the Nigerian consumer as they show up across culture and everyday life.
MTN’s presence carried its own weight. Icons Night, the pre-ceremony tribute to Nollywood’s legends, drew strong attention, with reports indicating the segment was supported through MTN’s sponsorship, with each honouree receiving financial recognition of five million naira alongside the symbolic award presentation.
Indomie sponsored the Best Unscripted M-Net Original category: Nigeria Idol (S10) with Sulaiman Kassim and Anneke De Ridder as winners. The brand hosted the Indomie AMVCA Cultural Experience, treating attendees and red-carpet guests to their various flavors, notably the Indomie Oriental Fried Noodles. It engaged fans and content creators online with an exclusive “Best Indomie Script Writer” campaign leading up to the main event.
The remaining sponsors filled in a picture of Nigerian consumer life in its full range. QuickTeller, Verve, Indomie, Cadbury Hot Chocolate and Lush Hair rounded out the sponsorship roster, each representing a category that touches the daily lives of the audience watching at home.
