The prestigious Africa Magic Viewers' Choice Awards (AMVCA) is set for a major partnership shift for its upcoming edition. Organisers have confirmed that Don Julio, the globally renowned tequila brand, will serve as the lead sponsor for the 12th edition of the awards.
A New Era of Partnership for African Cinema
The landmark announcement was made at an event held at Wings Towers, Ozumba, Lagos. The partnership was unveiled by MultiChoice, the driving force behind the awards, and Diageo, the parent company of Don Julio. This marks the first time the tequila brand will take a leading role in sponsoring the event, which honours the finest achievements in African film and television.
Atinuke Babatunde, the Executive Head of Content and Channels at MultiChoice, expressed enthusiasm for the new collaboration. She stated that the AMVCAs have consistently been a platform to celebrate the best of African visual storytelling. Babatunde emphasised that Don Julio's entry signifies a new chapter, bringing with it a global standard of excellence that aligns perfectly with the artistry of African filmmakers, actors, and storytellers.
Craftsmanship and Dedication: A Shared Ethos
Babatunde further elaborated on the synergy between the brand and the awards. She highlighted that the partnership is built on a foundation of shared values, namely craftsmanship and unwavering dedication. According to her, these are the very principles demonstrated by AMVCA nominees and winners through the exceptional narratives they create and bring to screens across the continent and beyond.
Echoing this sentiment, Anne Joy Michira-Muhoro, Marketing Director for Diageo South, West and Central Africa, commented on the alliance. She noted that Don Julio is proud to join forces with Africa Magic to celebrate home-grown talent. Michira-Muhoro stressed that the partnership aims to spotlight the African creatives who continue to inspire both the continent and the global audience with their memorable stories, powerful performances, and innovative filmmaking techniques.
Focus on a Reimagined Experience for 2026
This new sponsorship will be active for the 2026 edition of the AMVCAs. MultiChoice has reaffirmed that the awards will maintain its core mission of providing a significant platform for African creatives. However, with Don Julio's involvement, organisers promise a "reimagined awards experience" that will further elevate the event while continuing to support and recognise the continent's film and television professionals.
The collaboration signals a continued commitment to growing the stature of the AMVCAs as a premier event in the entertainment calendar. It also underscores the increasing appeal of Africa's vibrant creative industry to major international brands seeking to associate with excellence and cultural impact.
