Smirnoff Ice has renewed its sponsorship of Big Brother Naija (BBNaija) ahead of the 2026 Season 11 edition. The brand says fans can expect more exciting experiences throughout the season.

The ready-to-drink beverage brand said the partnership reflects its commitment to connecting with consumers through entertainment, culture and shared experiences.

As anticipation builds for the new season, Smirnoff Ice said viewers will see the brand featured across the show. Fans can also look forward to exciting moments during tasks, parties and evictions.

The company said consumers should expect Smirnoff-themed activations and immersive experiences. These activities are designed to make the season more enjoyable for viewers at home, viewing centres and social gatherings.

Speaking on the partnership, Oluwaponmile Alabi, Head of Category, Ready-to-Drink, Guinness Nigeria Plc, said:

“Big Brother Naija isn’t just a media buy; it’s a cultural partnership. BBNaija is the single biggest stage for youth culture in Nigeria. It’s where conversations start, where trends are born, and where millions of young adults come together every night to be entertained. That is exactly where Smirnoff Ice lives.”

Alabi said Smirnoff Ice focuses on creating “Chill Moments.” He noted that BBNaija offers the perfect platform for this because it brings people together through parties, friendships, conversations and entertainment.

He added:

“Strategically, this partnership does three things for us. First, it puts Smirnoff Ice at the heart of the biggest cultural conversation of the year, reaching our consumers at scale, in an environment they love.

Second, it lets us go beyond visibility into genuine experience through in-show integrations, Smirnoff Ice moments in the house, and extending the excitement to viewers at home and on-ground. And third, it’s a launchpad for innovation this season; fans will be enjoying more of what they love with our new 440ml can: a bigger chill for longer vibes.”

The company also urged fans to follow its social media platforms. It said followers will have a chance to win gifts worth millions of naira during the season.