Guinness Nigeria has stepped into the spotlight as a Gold Sponsor for the 10th edition of Big Brother Naija , reaffirming its deep commitment to celebrating Nigerian creativity, authenticity, and youth-driven culture.
The announcement was made ahead of the highly anticipated season of Africa’s most-watched reality television show, which has evolved into a cultural phenomenon over the past decade. With this partnership, the iconic brewing brand is doubling down on its support for self-expression, innovation, and homegrown talent.
Yinka Bakare, Marketing and Innovations Director at Guinness Nigeria, described the Guinness Big Brother Naija sponsorship as a natural extension of the brand’s 75-year legacy in Nigeria. “We’re excited to be a Gold Sponsor of Big Brother Naija Season 10,” she said. “For over seven decades, Guinness has stood for originality, resilience, and boldness—values that resonate deeply with the spirit of Nigerian youth.”
She added, “This sponsorship reflects our ongoing commitment to celebrating authenticity, creative expression, and the vibrant diversity of young Nigerians shaping the country’s cultural landscape.”
The collaboration promises a dynamic lineup of activations both inside and outside the BBNaija house. Fans can expect daring challenges, exclusive content integrations, and real-world experiences at bars and entertainment spots across Nigeria—bringing the energy of the show directly to audiences nationwide.
John Ugbe, Chief Executive Officer of MultiChoice Nigeria, welcomed the partnership, emphasizing its cultural synergy. “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.”
As Big Brother Naija marks its landmark 10th season, the Guinness Big Brother Naija sponsorship underscores a shared vision: empowering young Nigerians to be unapologetically themselves while shaping the future of entertainment and identity in Africa.
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