MultiChoice, a Canal Plus company, in partnership with Diageo, is proud to announce Don Julio as the headline sponsor of the 12th Africa Magic Viewers’ Choice Awards (AMVCAs). This partnership marks the beginning of a strategic upgrade of the continent’s most prestigious celebration of film and television excellence.

The partnership between MultiChoice and Don Julio is ushering in a bold new chapter in celebrating Africa’s brightest talents. Built on a shared legacy of mastery, craftsmanship and an unwavering pursuit of excellence, this collaboration sets the stage for a reimagined awards experience. The 12th AMVCAs will mark the debut of the Don Julio AMVCAs – a fresh era defined by premium storytelling and unforgettable cultural moments.

Speaking on the partnership, Atinuke Babatunde, Executive Head Content and Channels 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.”

These values are reflected in the AMVCA’s mission to reward outstanding achievements in TV and film and Don Julio, one of the world’s most iconic luxury tequila brands, shares this deep affinity with artistry and dedication. Every bottle of Don Julio is made with love and devotion to craftsmanship, and at the AMVCAs, we jointly celebrate those who mirror that same devotion — Africa’s most committed storytellers.

AMVCA nominees and winners embody these same principles through the exceptional stories they bring to life.

Commenting on the partnership, Anne Joy Michira-Muhoro; Marketing Director Diageo South, West and Central Africa; said:

“Don Julio is proud to partner with Africa Magic to celebrate our home-grown talent who continue to inspire Africa and the world as whole 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, honoring the passion and love that African creatives put into film and television. There’s no doubt that The 12th AMVCAs will be a landmark moment and the start of a memorable journey with Don Julio.”

With Africa Magic’s dedication to providing a world-class platform for African creatives and Don Julio’s passion for craftsmanship and the 2026 edition promises to be the most premium and culturally resonant AMVCA yet.

More details about nominees, event activities, and exclusive AMVCA x Don Julio experiences will be shared in the coming weeks.