The 12th Africa Magic Viewers’ Choice Awards names Don Julio as its headline sponsor.

Africa Magic Viewers’ Choice Awards (AMVCAs)

MultiChoice Nigeria has named the luxury tequila brand, Don Julio, as the main sponsor for the 12th Africa Magic Viewers’ Choice Awards (AMVCAs). The organisers say this partnership marks a new era for the continent's top film and television awards.

The deal, signed between MultiChoice (now owned by Canal Plus) and Diageo, is designed to improve the AMVCA experience as the awards prepare for a refreshed ceremony in 2026. This upcoming event will be called the Don Julio AMVCAs, showing a new approach to celebrating great African stories and screen talent.

(AMVCAs)

Atinuke Babatunde, Executive Head of Content and Channels at MultiChoice, said the collaboration fits perfectly with the AMVCA’s goal of highlighting the continent's most outstanding filmmakers and TV professionals.

“The AMVCAs have always celebrated the best of African film and television. As we step into this new era, Don Julio brings a spirit of global excellence that mirrors the artistry of our filmmakers, actors and storytellers,” she said.

MultiChoice explained that the qualities Don Julio stands for—such as great skill, hard work, and excellence—match the spirit of the awards very well. The AMVCAs give out awards every year to recognise outstanding work in film and television.

Anne Joy Michira-Muhoro, Marketing Director for Diageo South, West and Central Africa, said the partnership is a way to celebrate Africa's amazing creative talent.

“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 and exceptional filmmaking,” she said.

She also said that the brand's worldwide reputation for being genuine and artistic fits well with the hard work and feeling that African creatives put into their work.

The organisers state that the 2026 AMVCAs will be the most high-class and culturally significant event yet. This will be supported by Africa Magic’s promise to offer a top-quality platform for storytelling, along with Don Julio’s history of refined craftsmanship.

More news about the nominees, event plans, and special Don Julio–AMVCA experiences is expected to be released in the next few weeks.