Brewing giant Guinness Nigeria has announced its partnership as a Gold Sponsor for the 10th edition of Big Brother Naija (BBNaija), pledging to celebrate Nigerian culture, creativity, and youth expression through the landmark season of Africa’s most-watched reality show.

The announcement, made in a statement released ahead of the new season, marks a significant collaboration between the iconic beverage brand and the highly influential reality TV platform. Marketing and Innovations Director at Guinness Nigeria, Yinka Bakare, described the sponsorship as a continuation of the brand’s 75-year legacy of supporting originality and resilience in Nigeria.

“We’re excited to be a Gold Sponsor of Big Brother Naija Season 10. For 75 years, Guinness has stood as a symbol of originality and resilience in Nigeria,” Bakare said. “This sponsorship reflects our commitment to celebrating authenticity, creative expression, and the rich diversity of Nigerian youth culture.”

Guinness also revealed that fans can expect bold and immersive brand activations during the season, including daring in-house challenges, exclusive content, and vibrant bar-side experiences across the country. Chief Executive Officer of MultiChoice Nigeria, John Ugbe, welcomed the partnership, describing Guinness as a brand that resonates deeply with the BBNaija audience. “Their involvement this season is a natural fit, and we’re thrilled to have them on board to elevate the experience for our fans,” Ugbe stated.