Guinness Nigeria has been announced as a Gold Sponsor for the 10th edition of Big Brother Naija, Africa’s most-watched television reality show. The brewing company made the declaration in a recent statement, pledging its continued support for Nigerian youth culture, self-expression, and cultural heritage.
The announcement comes ahead of the landmark season of Big Brother Naija (BBNaija), which has over the years become a dominant entertainment force across the continent. The sponsorship by Guinness underscores its strategic positioning in engaging with Nigerian youths and amplifying local creativity.
Yinka Bakare, Marketing and Innovations Director at Guinness Nigeria, said the partnership reflects the brand’s enduring legacy of promoting originality and cultural relevance in the country.
“We’re excited to be a Gold Sponsor of Big Brother Naija Season 10,” Bakare said. “For 75 years, Guinness has stood as a symbol of originality and resilience in Nigeria. This sponsorship reflects our commitment to celebrating authenticity, creative expression, and the rich diversity of Nigerian youth culture.”
Guinness also promised a series of bold and immersive activations throughout the season. These will include in-house challenges, exclusive content, and unique bar-side fan experiences to engage viewers both inside and outside the BBNaija house.
As part of its promotional drive, the company plans to use the platform to create memorable moments that align with its brand ethos—targeting bold, expressive, and fun-loving Nigerians.
Commenting on the sponsorship, Chief Executive Officer of MultiChoice Nigeria, John Ugbe, said Guinness’ involvement would add cultural depth and excitement to the season.
“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.”
Big Brother Naija has built a massive following over the past decade, providing a stage for aspiring creatives, influencers, and entrepreneurs. The show has also evolved into a major platform for brands to showcase their products and values to a youthful, trend-savvy audience.
This year’s sponsorship also coincides with Guinness Nigeria’s recent business rebound. The company returned to profitability, reporting a ₦16.2 billion profit for its full-year operations—a significant turnaround from earlier losses driven by economic headwinds and foreign exchange challenges.
Industry watchers say the partnership with BBNaija aligns with Guinness’ wider marketing strategy to cement its relevance in Nigeria’s competitive beverage space and deepen its connection with Gen Z and millennial consumers.
With the show set to premiere soon, expectations are high for what promises to be a spectacular 10th season, now powered by one of Nigeria’s most iconic brands.
