After several years of Amstel Malta headlining the Africa Magic Viewers’ Choice Awards (AMVCA), the spotlight is now shifting to a new brand. Don Julio has been announced as the headline sponsor for the 12th AMVCAs, set to hold in 2026.

The announcement, made by MultiChoice in partnership with Diageo, signals a strategic upgrade for Africa’s premier celebration of film and television excellence. The collaboration ushers in a new era of the awards, promising a reimagined experience that blends premium storytelling with unforgettable cultural moments.

Atinuke Babatunde, Executive Head Content and Channels at MultiChoice, said:

“The AMVCAs has 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 perfectly mirrors the artistry of our filmmakers, actors, and storytellers. Together, we are reimagining what it means to honour African talent.”

Anne Joy Michira-Muhoro, Marketing Director at Diageo South, West, and Central Africa, added:

“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. Globally, Don Julio prides itself on authenticity, craftsmanship, and a creative fire that elevates. It is that same trailblazing spirit and ‘por amor’ (for love) ethos that inspires Don Julio’s toast to an enduring partnership with the AMVCAs.”

With this sponsorship transition from Amstel Malta to Don Julio, the 2026 AMVCAs is set to be the most premium and culturally resonant edition yet, highlighting Africa’s brightest creative talents on a global stage.