The new partnership signals a refreshed vision for one of Africa’s biggest celebrations of film and television.
By Joseph Jonathan
MultiChoice has announced Don Julio as the headline sponsor for the 12th Africa Magic Viewers’ Choice Awards (AMVCAs), marking a significant shift in how the ceremony frames prestige, craft, and cultural influence across the continent. The collaboration — a first between the broadcaster and the luxury tequila brand — introduces what is now being positioned as the “Don Julio AMVCAs”, setting the tone for a more premium experience when the awards return in 2026.
With the AMVCAs long regarded as a major event in the African entertainment calendar, the alliance suggests an intentional evolution of the show’s identity. MultiChoice describes the partnership as the beginning of a “bold new chapter” grounded in shared values of mastery, craftsmanship, and artistic excellence. For the company, this marks the next phase in elevating the ceremony beyond spectacle, towards something more immersive and culturally resonant.
“At its core, the AMVCAs celebrate the best of African film and television”, said Atinuke Babatunde, Executive Head of Content and Channels at MultiChoice. “Don Julio brings a spirit of global excellence that mirrors the artistry of our filmmakers, actors, and storytellers. Together, we are reimagining what it means to honour African talent.”
The partnership is anchored in the mutual emphasis both brands place on intentional creative work. Known internationally for its slow-crafted tequila, Don Julio positions its ethos around authenticity and devotion to process, qualities echoed in the work of filmmakers and TV storytellers across the continent.
Anne Joy Michira-Muhoro, Marketing Director for Diageo South, West, and Central Africa, reinforced this alignment, noting that the brand’s “por amor” (“for love”) philosophy reflects the passion African creatives bring to their craft. “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,” she said. “The 12th AMVCAs will be a landmark moment and the start of a memorable journey.”
While full details are still under wraps, MultiChoice hints that the upcoming edition — the first under the Don Julio banner — will feature elevated programming, new audience experiences, and a stronger emphasis on culture-shaping narratives. Nominee announcements, event activities, and exclusive AMVCA x Don Julio moments are expected to roll out in the coming weeks. The 12th AMVCAs will be held in 2026.