Guinness Nigeria Plc has renewed its partnership with Big Brother Naija as a Gold Sponsor for Season 11, reaffirming its commitment to youth culture, entertainment and consumer engagement through three of its flagship brands: Guinness™, Gordon’s and Smirnoff Ice.
The company said the sponsorship will feature a series of brand experiences designed to connect consumers with one of Africa’s biggest reality television shows through activities both inside and outside the Big Brother House.
Having been part of Nigerian life for more than 75 years, Guinness Nigeria said the partnership reflects its long-standing commitment to creating memorable experiences that celebrate individuality, creativity and authentic self-expression.
Since its return in 2017, Big Brother Naija has become one of Nigeria’s most popular entertainment programmes, generating nationwide conversations and establishing itself as one of Africa’s leading television franchises.
Throughout the new season, Guinness Nigeria plans to engage viewers through a range of activations, including the House of Guinness, brand-led tasks, Saturday night experiences, viewing centre events, digital campaigns and other consumer-focused activities across its three participating brands.
Speaking on the partnership, the company’s Head of Corporate Communications, Sustainability and CSR, Olukemi Ogunsakin, said Big Brother Naija continues to provide a platform that reflects the creativity and individuality of young Nigerians.
She noted that Guinness™, Gordon’s and Smirnoff Ice would deliver experiences designed to bring consumers closer to the show’s memorable moments while celebrating the unique identity of each brand.
Commenting on the sponsorship, Guinness Brand Manager, Njoku Odinakachi, said the partnership aligns with the company’s celebration of its 75th anniversary in Nigeria and provides another opportunity to reward loyal consumers alongside its ongoing National Consumer Promo.
For Smirnoff Ice, Category Lead for Ready-to-Drink products, Oluwaponmile Alabi, said the brand would once again be part of the Big Brother House, adding that its signature 440ml cans would feature prominently during the season’s activities.
The season launch was also attended by the company’s Head of Spirits, Olusegun Akinyemiju, and Head of Category for Gordon’s, Sam Okolie, who highlighted plans to engage audiences through fan activations and the brand’s “Find Your Good Time” campaign.
Speaking during the launch of Season 11, Executive Head of Content and Channels at MultiChoice West Africa, Dr Busola Tejumola, thanked viewers, sponsors and partners for their continued support of the reality television show.
She said Big Brother Naija continues to evolve through strong audience engagement and the backing of corporate partners, adding that Season 11 would feature compelling entertainment and the largest prize in the programme’s history.
Guinness Nigeria said its portfolio of brands will remain actively involved throughout the season, supporting experiences aimed at bringing fans closer to the action while strengthening consumer engagement both on-screen and across its nationwide activations.
