In a celebration of legacy, boldness, and cultural resonance, Guinness™ Nigeria is officially back as the Gold Sponsor for the milestone 10th season of Big Brother Naija (BBNaija)—a move that reaffirms its commitment to bold beginnings and even bolder evolutions.
Announced at a dazzling press event on July 16, 2025, at Prince Albert Hall in Oniru, Victoria Island, Lagos, the return of Guinness™ marks a full-circle moment for the brand and the show it helped kickstart back in 2006.
A Legacy Brewed in Boldness
Since day one, Guinness has been more than a sponsor—it’s been a cultural companion to BBNaija’s journey, embodying the spirit of originality, authenticity, and daring self-expression. With Nigeria’s youth at the core of both the brand and the show, it’s no surprise this partnership remains unshaken after nearly two decades.
“For 75 years, Guinness has stood as a symbol of resilience and originality in Nigeria,” said Yinka Bakare, Marketing & Innovations Director at Guinness Nigeria. “Our return as Gold Sponsor is a toast to bold dreams, real stories, and creative authenticity—just like BBNaija has always delivered.”
MultiChoice Nigeria CEO, John Ugbe, added: “Guinness connects effortlessly with the energy of BBNaija. Their sponsorship helps us amplify the show’s impact, scale fan engagement, and celebrate Nigerian creativity on a bigger stage.”
What’s Brewing in BBNaija Season 10?
Set to premiere with a double launch on July 26 and 27, 2025, this anniversary edition promises to raise the bar. Here’s what fans can expect:
Broadcast Platforms: Africa Magic Showcase, Family, Urban, Showmax, and 24/7 live feeds via DStv Channel 198 and GOtv Channel 49.
Duration: A 10-week emotional and entertaining rollercoaster, ending October 5, 2025.
Grand Prize: A record-breaking ₦150 million in cash and prizes—the largest in BBNaija history.
Bold Moments on the Horizon
With Guinness leading the charge, viewers are in for a season like no other:
Custom house tasks and signature moments crafted to reflect the bold Guinness identity.
Immersive activation beyond the house—street tours, viewing parties, fan rewards, and viral collaborations with former housemates.
A celebration of 197 former housemates, 709 days of TV, and over ₦637 million previously won—now culminating in a decade-defining season.
Why It Matters
This isn’t just another brand tie-in. It’s a legacy renewed. The Guinness–BBNaija relationship has always symbolized the power of storytelling, cultural pride, and African ambition.
As BBNaija enters its 10th chapter, Guinness is once again brewing the excitement—with boldness at the heart of every moment, from house games to fan cheers.
So, raise a glass. The Big 10 just got real.
