Announced in partnership with Diageo, the collaboration signals the start of a strategic upgrade of the AMVCAs, ushering in what organisers describe as a bold new era for the awards. The 2026 ceremony will debut as the Don Julio AMVCAs, redefining the platform with a heightened focus on premium storytelling, cultural distinction, and unforgettable creative moments.

Built on a shared legacy of mastery, craftsmanship, and an uncompromising pursuit of excellence, the partnership aligns Africa Magic’s long-standing commitment to African storytelling with Don Julio’s global reputation as one of the world’s most iconic luxury tequila brands. Together, they aim to elevate how African creative achievement is celebrated on the continental and global stage.

Speaking on the partnership, Atinuke Babatunde, Executive Head of Content and Channels at MultiChoice, said the collaboration represents a natural alignment of values. “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,” she said.

The shared philosophy between both brands is deeply rooted in craftsmanship and devotion to excellence. Just as every bottle of Don Julio is produced with meticulous care and authenticity, the AMVCAs continue to recognise storytellers whose work reflects passion, precision, and creative integrity. Nominees and winners, organisers noted, embody these same values through the powerful stories and performances they bring to life.

Also commenting on the partnership, Anne Joy Michira-Muhoro, Marketing Director, Diageo South, West and Central Africa, described the collaboration as a celebration of African creativity at its finest. “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.

She added that Don Julio’s global identity is built on authenticity, craftsmanship, and a creative fire that elevates culture, qualities that resonate strongly with African storytellers. “It is this same trailblazing spirit and ‘por amor’ (for love) ethos that inspires Don Julio’s toast to an enduring partnership with the AMVCAs, honouring the passion and love that African creatives pour into film and television,” she noted, expressing confidence that the 12th edition will mark a landmark moment in the awards’ history.

With Africa Magic’s continued dedication to providing a world-class platform for African creatives and Don Julio’s passion for artistry and craftsmanship, the 2026 AMVCAs is set to be the most premium and culturally resonant edition yet.

Organisers confirmed that further details on nominees, event activities, and exclusive AMVCA x Don Julio experiences will be unveiled in the coming weeks.