Guinness has emerged as a Gold Sponsor for the 10th edition of Big Brother Naija, with the brewing giant pledging its commitment to celebrating Nigerian cultural.

The company made the announcement in a statement ahead of the landmark season of the reality show, which has become Africa’s most-watched television programme over the past decade.

Marketing and Innovations Director at Guinness Nigeria, Yinka Bakare, described the sponsorship as an extension of the brand’s long-standing support for originality, youth culture, and self-expression in Nigeria.

Bakare said, “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.”

Guinness promised fans bold activations both inside and outside the house, including daring challenges, unique content, and bar-side experiences nationwide.

Chief Executive Officer of MultiChoice Nigeria, John Ugbe, said the partnership with Guinness would enhance the season’s cultural impact, stating, “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.”