A New Era for Africa Magic Viewers’ Choice Awards
The 12th edition of the Africa Magic Viewers’ Choice Awards (AMVCA) has officially kicked off, marking a significant milestone in the African entertainment industry. This year, Diageo has made history by announcing its first-ever full portfolio sponsorship of the prestigious awards, which are widely regarded as Africa’s premier film and television event.
This partnership brings with it a new wave of brand presence, with Guinness making its debut as an AMVCA sponsor. Alongside Guinness, sister brands such as Malta Guinness, Orijin, and Smirnoff will also be part of the sponsorship lineup. Additionally, the premium tequila brand Don Julio has been named the headline sponsor for the 2026 edition of the awards. The inclusion of these well-known names highlights the growing interest in supporting and celebrating African creativity through major entertainment platforms.
Organizers have emphasized that this expanded sponsorship reflects a strategic shift toward a unified brand presence, aimed at fostering greater recognition of African storytelling, cultural heritage, and artistic expression. For Guinness, this partnership offers a unique opportunity to strengthen its long-standing association with culture, craftsmanship, and the arts.
The nominations for this year’s awards are set to be announced on March 29, generating excitement among fans and industry professionals alike. This development signals a broader strategic direction for Diageo in Africa, moving away from individual brand participation to a more integrated portfolio approach. This shift is designed to better connect with diverse audiences across the continent’s dynamic entertainment landscape.
Expanding Reach and Representation
The AMVCA, jointly managed by Canal+ and MultiChoice, continues to grow in influence and inclusivity. For the 2026 edition, a new category has been introduced: Best Indigenous Language films from North and Central Africa. This addition underscores the event’s commitment to amplifying regional storytelling traditions and ensuring broader representation across the continent.
Atinuke Babatunde, Executive Head of Content and Channels at MultiChoice West Africa, highlighted the importance of African stories in reflecting identity and global connection. She noted that these narratives not only celebrate local cultures but also resonate on a worldwide scale.
Segun Ogunleye, Head of Marketing for Africa Partner Markets at Diageo, described the partnership as a milestone that reinforces the company’s dedication to celebrating moments of cultural pride and recognition. This collaboration is expected to bring fresh energy and support to the African creative sector.
A Diverse Range of Categories
This year’s AMVCA will feature a total of 32 award categories. These include 18 decided by a jury, 11 open to public voting, and three special honours such as the Lifetime Achievement and Trailblazer awards. Veteran actress Joke Silva will serve as the Head Judge, bringing her extensive experience and expertise to the panel.
Pre-event activities, including Icons Night and Cultural Day, are anticipated to build excitement ahead of the main ceremony, which is scheduled for May 9. On this day, filmmakers, actors, and industry stakeholders from across Africa will come together to honor excellence in storytelling and celebrate the best of African cinema.
A Platform for Cultural Expression
The Africa Magic Viewers’ Choice Awards continue to play a vital role in showcasing the richness of African culture and the talent within the continent’s entertainment industry. With the support of major brands like Diageo and the introduction of new categories, the event is set to become even more influential in shaping the future of African storytelling.
As the 2026 edition approaches, the AMVCA remains a powerful platform for artists, creators, and audiences to connect, celebrate, and inspire one another. With its growing reach and commitment to diversity, the awards are poised to make an even greater impact in the years to come.
