In this report, Daniel Obi looks at how Amstel Malta has immersed itself in Africa creative industry with the sponsorship of AMVCA with immense benefits. And what other brands can learn from this immersion to build emotional connection, engage with right audience while playing social responsibility.
According to folklores, a masquerade doesn’t dance without purpose. In many cultures, masquerades are respected because of their perceived cultural symbolism. In the same vein, Amstel Malta—the king of malt drinks— valued for its rich nourishment, doesn’t take on just any sponsorship. It aligns with events that offer mutual value.
For 11 years, Amstel Malta from the stable of Nigerian Breweries Plc has found such alignment in Africa Magic Viewers’ Choice Awards (AMVCA). AMVCA is an annual event presented by MultiChoice that recognizes and celebrates excellence in television, film, and digital content creation across the African continent.
Many factors underscore brand’s sponsorship of events and among them is the quality of the event itself but more importantly is the brand riding on the event to connect with consumers in meaningful and memorable ways.
While some analysts will see Amstel Malta sponsorship of AMVCA as a social course, demonstrating the brand as a socially responsible product, many others understand that Amstel Malta is building equity, creating brand visibility and awareness, increasing audience engagement, emotionally connecting with audiences and reinforcing the premium brand identity. No wonder it has achieved all this for it to stay with AMVCA for 11 years.
In addition to engaging audiences in more personal and memorable ways in the last decade., Amstel Malta has created that emotional connection with AMVCA. There is no doubt that both AMVCA and Amstel Malta have benefited immensely from the partnership. The connection of both brands is strong today that mention of one of them is not complete without the other.
Last month in May 2025, Amstel Malta returned as the headline sponsor of the AMVCA, reaffirming its long-standing commitment to honouring excellence and supporting the ambition and artistry that define Africa’s entertainment industry.
Read also: Amstel Malta backs AMVCA 2025
Why the marriage with AMVCA
The annual programme is not just an event of glitz and crowns, it has evolved into world and Africa’s entertainment capital, where actors, actresses, film directors, producers, costumes, media, global viewers converge annually.
Analysts describe AMVCA as melting pot of talent, culture and creative expression that brings “together stars, storytellers, and visionaries from across Africa who continue to move the culture forward and at the heart of this celebration is Amstel Malta—a brand that has consistently played a thoughtful and purposeful role in shaping the industry”.
In terms of viewership, Kholeka Maringa, Head of Sales at DStv Media, Africa recently said that the AMVCA delivers impressive audience numbers, with an estimated 3.3 million viewers in Nigeria alone, and 6.7 million viewers across the rest of Africa.
”With 250,000 impressions on non-linear platforms, 10 million views on video-on-demand, and 2.3 million impressions across social media, the AMVCA is positioned as a major platform for entertainment and brand engagement. Attendance at various events related to the AMVCAs, including the press conference and after-party, surpass 10,000 people in Lagos alone”. These are the targeted eyeballs brands such as Amstel Malta have jumped into and reaping the benefits.
Maringa who spoke at the recent DStv Media Sales (DMS) conference in Lagos also highlighted the vital role of sponsors like Amstel Malta and partners for the success of AMVCA .
She said the collaboration between DStv Media, Africa Magic, and their sponsors ensures the continued success and optimization of the AMVCAs. The support of clients and partners plays a crucial role in sustaining the event’s success.
This year, Amstel Malta brought an added touch of glamour with the introduction of the Amstel Malta Sleek MVPs—rewarding the Best Dressed Male and Female on awards night with a ₦1 million prize each. “It’s all about celebrating style and sophistication, as Amstel Malta continues to embody the ambition and creativity of a new generation”, an analyst said.
Simply, what handlers of Amstel Malta have done is media optimization – doing more with less with effective media planning, innovation and investment on campaigns. With sponsorship of AMVCA, Amstel has rightly targeted the right audience.
As recently stated by Francis Obiajulu, senior brand manager, Amstel Malta and Hi-Malt, the brand is not just sponsoring AMVCA but championing African creativity and excellence in film and creative industry.
“Our relationship with MultiChoice goes beyond sponsorship; it is a deliberate investment in the future of African film and entertainment. As the headline sponsor of the 11th edition of the AMVCA, we are strengthening our commitment to fostering creativity, empowering emerging filmmakers, and ensuring that African storytelling continues to captivate audiences across the globe”, he said.
Obiajulu further said that Amstel Malta remains dedicated to championing African storytelling, celebrating creative brilliance, and supporting the industry’s brightest talents—both on and off the screen. With this sponsorship, the brand solidifies its position as a key driver in African entertainment, spurring ambition and inspiring excellence amongst the continent’s talented storytellers.
Other brands can leverage the model of brand connection between Amstel Malt and AMVCA to promote social course while elevating their brand essence.
