Guinness Nigeria has announced its role as a Gold Sponsor for Season 10 of Big Brother Naija, reaffirming its stake in Nigeria’s vibrant youth culture and commitment to originality.
The brewing giant disclosed the partnership ahead of the show’s landmark edition, describing it as more than a sponsorship deal but a cultural investment. Over the past decade, BBNaija has grown into Africa’s most-watched reality programme, shaping conversations around lifestyle, music, fashion, and identity.
“For 75 years, Guinness has stood as a symbol of originality and resilience in Nigeria,” said Yinka Bakare, Marketing and Innovations Director at Guinness Nigeria. “This sponsorship reflects our commitment to celebrating authenticity, creative expression, and the rich diversity of Nigerian youth culture.”
Bakare explained that Guinness plans to introduce bold on-screen challenges and nationwide bar-side activations, offering fans across the country an immersive experience that connects directly to the brand’s ethos of audacity and creative energy.
From its roots in Nigerian music and nightlife to its consistent support for creators and boundary-pushers, Guinness is positioning its involvement in BBNaija as a deliberate strategy to maintain cultural relevance in a fast-changing entertainment landscape.
John Ugbe, Chief Executive Officer of MultiChoice Nigeria, welcomed the collaboration, describing it as a perfect match.
“Guinness is a brand that speaks directly to the passion and creativity of the BBNaija audience,” Ugbe said. “Their involvement this season is a natural fit, and we’re thrilled to have them on board to elevate the experience for our fans.”
