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Tag: Yinka Bakare

  • Lagos, FirstBank, Guinness, The Address Homes, Swedish Government, Gobet247, Utilita, others Lead 9th AFRIMA Sponsorship Line-Up

    Lagos, FirstBank, Guinness, The Address Homes, Swedish Government, Gobet247, Utilita, others Lead 9th AFRIMA Sponsorship Line-Up

    The Lagos State Government, First Bank of Nigeria, Guinness Nigeria, The Address Homes, the Government of Sweden, Gobet247 and several other major organisations have thrown their weight as sponsors behind the 9th edition of the All Africa Music Awards (AFRIMA), scheduled to hold from January 7 to 11, 2026, in Lagos.

    AFRIMA, in partnership with the African Union Commission (AUC), unveiled its strong list of sponsors and partners, showing growing confidence in African music as a major cultural and economic force.

    The 9th edition, themed “Unstoppable Africa,” has attracted support from key sectors including finance, real estate, beverages, digital platforms, media, hospitality and international cultural institutions.

    Following the acceptance of Lagos State Government of the offer from the African Union, Lagos will once again serve as the Official Host City, reinforcing the state’s position as Africa’s leading creative and entertainment hub. With the strong backing of the awards from the Federal Government of Nigeria, the 9th AFRIMA promises to be hugely successful. The African Union Commission remains AFRIMA’s legacy Institutional Partner, supporting its mission to promote African music and culture across the continent and beyond.

    At the top level of sponsorship, fast-growing digital payments and lifestyle platform Utilita and leading gaming and entertainment brand Gobet247 are headlining the event as National Gold Sponsors.

    At the Silver level, First Bank of Nigeria, Lagos State Internal Revenue Service (LIRS) and The Address Homes have been confirmed as National Silver Partners. Guinness Nigeria joins as the Official Beer Sponsor, bringing added energy to this year’s festivities. AFRIMA also welcomes international cultural support from the British High Commission in Nigeria and the Embassy of Sweden, both serving as Cultural Exchange Partners.

    In travel and hospitality, Wakanow, Pan Atlantic Travels and Dorf Travels & Tours Ltd have been named the Official Travel Partners. Vaniti Lagos and Knowhere Restaurant will host nominees and special guests as Hospitality Partners. Popular youth culture platform Mainland Block Party Lagos is also supporting the celebration, adding street culture and community energy to the awards week at the AFRIMA Music Village holding at Ikeja City Mall on Friday, January 9,2026.

    AFRIMA has also confirmed a strong coalition of leading media organisations across radio, television, digital platforms, print, and Out-of-Home (OOH) channels as its Official Media Partners for the 9th Edition. These include DSTV/Multichoice, HIPTV, Afro Music Pop, Base FM, Beat FM, Classic FM, Hot FM, Kennis FM, Lagos Talks, Inspiration FM, Traffic Radio, Radio Lagos, Eko FM, and Lasgidi FM.

    Others on the partnership roster are The Culture Newspapers (TCN),Legit.ng, Max FM, Nigeria Info, Nigezie, Television Continental (TVC), and Yanga FM, along with top OOH companies led by MotoMedia, Yartview Ltd, Optimus Exposure, Plural Media, Folham Nigeria Limited and Nimbus Media.

    Speaking on FirstBank’s support, Olayinka Ijabiyi, Acting Group Head, Marketing and Corporate Communications at FirstBank, said the partnership aligns with the bank’s long-standing commitment to Africa’s creative industry.

    “At FirstBank, we are dedicated to promoting Africa’s vibrant creative industry, and our partnership with AFRIMA reflects this commitment. Through our First@Arts initiative, we have consistently supported projects across the creative value chain, nurturing talent and enabling production. In doing this, we preserve Africa’s rich cultural heritage while promoting unity, education and entertainment.”

    From the international community, H.E. Anna Westerholm, Ambassador of the Kingdom of Sweden to Nigeria, said, “Sweden is proud to join AFRIMA in celebrating the richness and global impact of African music. In 2026, we will mark 65 years of diplomatic relations with Nigeria, highlighting our strong ties. As the world’s third-largest music exporter, we believe in the power of collaboration and idea exchange. This partnership enhances our cultural and business connections, and we look forward to a meaningful week supporting the creative industries.”

    Also speaking, Yinka Bakare, Marketing and Innovations Director at Guinness Nigeria Plc, said the brand’s involvement reflects its deep roots in African culture.

    “Guinness has been woven into Africa’s most iconic cultural moments for decades, and our sponsorship of AFRIMA’s 9th edition reinforces that heritage. AFRIMA celebrates the extraordinary artistry that defines Africa, and we are proud to support a platform that showcases the continent’s greatness to the world.”

    Founder and Chairman of The Address Homes, Dr. Bisi Onasanya, described AFRIMA as an important platform for African creativity, collaboration and cultural identity expressions.

    “AFRIMA represents the spirit of African excellence and innovation. At The Address Homes, we believe that culture, creativity and enterprise must work together to drive sustainable growth. Supporting AFRIMA is our way of building and investing in Africa’s talents, strengthening cultural pride and opening new opportunities for creative young people and business partnerships across the continent.”

    Speaking during the sponsorship announcement in Abidjan, Cote d’Ivoire, Ms. Edwidge Goli, Director of Partnerships at AFRIMA, described the sponsorship line-up as a strong vote of confidence in African music.

    “This is more than sponsorship. It is a historic show of belief in the power of African music, the brilliance of our talents and the future of our creative industries,” she said.

    She thanked the Lagos State Government for hosting the event again and praised the commitment of the Gold and Silver sponsors, as well as international partners and media organisations.

    The 9th AFRIMA will commence with the Nominees and Guests Welcome Soirees scheduled on January 7. This will be followed by the Africa Music Business Summit (AMBS) on January 8 at the Eko Convention Centre, Eko Hotels and Suites, Lagos, Nigeria.

    AFRIMA Music Village Concert and Diamond Showcase will take place on January 9 at the Ikeja City Mall, leading up to the grand Awards Ceremony on January 11 at the Eko Convention Centre at Eko Hotel, Lagos, Nigeria. Red carpet starts at 3:30 pm (WAT).

    The awards ceremony, along with major live performances, will be broadcast to audiences in over 84 countries worldwide.

  • Malta Guinness Takes Over Social Media with Staggering ‘Real in Every Way’ Movement

    Malta Guinness Takes Over Social Media with Staggering ‘Real in Every Way’ Movement

    Malta Guinness, Nigeria’s No. 1 premium malt drink, has ignited a refreshing wave of authenticity across social media with its vibrant new campaign, “Real in Every Way.” The campaign celebrates real stories, real connections, and the everyday people whose authenticity fuels the nation’s spirit, just as the brand’s uplifting energy.

    The movement took off when BBNaija Season 10 winner, Imisi, jumped on Twitter to share deeply personal stories about the Real People in her life. Her posts instantly resonated with over one million fans, who eagerly joined the conversation, opening up about the friends, siblings, and mentors who inspire them to stay true and real.

    This momentum soared even higher when popular influencer, Asherkine, lent his voice to the discussion on Instagram. With his signature humour and relatability, he spoke about having real people in his life, spotlighted Malta Guinness as the brand that has been a real part of his journey and is championing this movement, and finally invited his followers to celebrate the real people in their lives.

    Speaking on the campaign’s impact, Yinka Bakare, Marketing and Innovations Director at Guinness Nigeria, said, “At Malta Guinness, realness isn’t just a message – it’s our identity. We’re passionate about inspiring Nigerians to embrace their truth and celebrate the people who bring real energy into their lives. Watching Imisi, Asherkine, and millions of fans take ownership of this movement shows how deeply authenticity resonates. ‘Real in Every Way’ isn’t just a campaign; it’s a celebration of who we truly are.”

    Echoing this sentiment, influencer Asherkine added, “This campaign felt personal because Malta Guinness has always been that brand that stays real with Nigerians. It’s not pretending, it’s not trying too hard – it’s just pure, feel-good energy. Being part of a movement that encourages people to be themselves and honour the real ones in their lives? That’s the kind of vibe I love to lead.”

    With “Real in Every Way,” Malta Guinness continues to champion optimism, originality, and the uplifting energy that has made it a beloved part of Nigerian life for generations. The conversation keeps growing as fans nationwide share their stories and toast to realness with a can of Malta Guinness in hand.

  • E1 Lagos GP: Guinness, Singleton, Others Back Africa’s First E1 Series

    E1 Lagos GP: Guinness, Singleton, Others Back Africa’s First E1 Series

    Leading brands, Guinness and Singleton Whiskey, have thrown their weight behind the forthcoming E1 Lagos GP, Africa’s first-ever E1 Grand Prix. The historic event, which takes place between October 3 and October 5, will see the world’s fastest electric powerboats racing on Lagos waters.

    With the backing of headline sponsors Guinness and Singleton, the E1 Lagos GP promises to be more than a sporting spectacle. It is expected to deliver a significant economic impact, drive tourism, and showcase Lagos as a global hub for innovation and culture.
    The Lagos State Government estimates over US$100 million in revenue from the event. More than 250 international participants, including athletes, teams, and VIPs, are expected, along with 10,000 to 15,000 visitors during the race week. With international tourists expected to spend US$150–250 daily, the event could generate up to US$15 million in tourism revenue during peak days, not including additional income from sponsorships, media rights, and local vendor contracts.

    Hotels across Victoria Island, Lekki, Ikoyi, and Ikeja are already experiencing a spike in demand, signalling a positive ripple effect across Lagos’s hospitality, transport, food, and entertainment sectors.

    Beyond the numbers, the event is expected to create jobs and stimulate entrepreneurship in sectors ranging from logistics and marine services to fashion, nightlife, and cultural tourism. It also aligns with Lagos’s vision to build a sustainable blue economy by promoting electric propulsion and clean water sports.

    At the heart of this movement are Guinness and Singleton, two iconic brands set to deliver immersive lifestyle experiences throughout the race week. Their activations will blend Nigerian culture with world-class entertainment, ensuring the E1 Lagos GP is not just a race, but a celebration of taste, music, and creativity.

    “For us at Guinness, Lagos is more than a city; it’s the heartbeat of African creativity, energy, and resilience,” said Yinka Bakare, Marketing and Innovation Director at Guinness Nigeria. “Sponsoring the first E1 race in Africa is our way of showcasing Lagos’s global potential while creating unforgettable cultural experiences that puts Nigeria on the world stage.”

    Gbenga Omotoso, Lagos State Commissioner for Information & Strategy, described the E1 Grand Prix as a defining moment:
    “The forthcoming E1 Lagos GP is more than a sporting spectacle; it is another bold step in putting Lagos on the global map. It aligns seamlessly with our sustainability goals while showcasing the city’s capacity to host world-class events. With the unwavering support of agencies like LASWA, LAWMA, the Marine Police, the Nigerian Navy, and the Nigeria Police Force, we are confident of delivering a safe and successful experience. Governor Sanwo-Olu remains resolute in ensuring that this event becomes a lasting tourism asset and strengthens Lagos’ position as one of the world’s true destination cities.”

    As the electric boats race across the Lagos Lagoon, the message will be clear: Lagos is not just joining the ranks of global host cities like Monaco, Venice, and Jeddah; it is forging its own path as Africa’s aquatic capital.