Guinness joins Big Brother Naija Season 10 as Gold sponsor
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The partnership, revealed on July 17, 2025, aligns two cultural giants known for their bold and authentic connection to Nigerian audiences, promising an electrifying season.
Guinness has been announced as a Gold Sponsor for the 10th season of Big Brother Naija (BBNaija), Africa’s premier reality TV show, set to launch in July 2025.
The partnership, revealed on July 17, 2025, aligns two cultural giants known for their bold and authentic connection to Nigerian audiences, promising an electrifying season.
Yinka Bakare, Marketing and Innovations Director at Guinness Nigeria, expressed enthusiasm for the collaboration, stating, “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. This sponsorship reflects our commitment to celebrating authenticity, creative expression, and the rich diversity of Nigerian youth culture.”
The milestone 10th season of BBNaija, renowned for its captivating drama and cultural impact, will feature exclusive Guinness-sponsored segments, including daring house tasks, vibrant parties, and bar activations nationwide.
John Ugbe, CEO of MultiChoice Nigeria, highlighted the synergy, saying, “Guinness is a brand that speaks directly to the passion and creativity of 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.”
Guinness’s involvement is expected to amplify the show’s celebration of Nigerian youth culture, delivering bold and memorable moments for millions of viewers across the continent.
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