Guinness Nigeria has been announced as the official headline sponsor of the 2025 Calabar Carnival, scheduled to run from November 30, to January 1, 2026.
The company said the sponsorship will cover 30 days of activities in Calabar, including music, entertainment and cultural showcases.
It added that the partnership aims to strengthen the visibility of the Carnival and support its programme for visitors and participants.
A major feature of Guinness’ involvement will be the Guinness Shine Party on December 25.
The company said the event will include music performances, visual displays and activities designed to promote the brand’s identity during the Carnival.
Speaking on the announcement, Yinka Bakare, director, marketing and innovations at Guinness Nigeria, said the partnership aligns with the company’s plans for cultural engagement.
Mr Bakare said, “Guinness has always been a symbol of African excellence, creativity, and resilience. As headline sponsor of the 2025 Calabar Carnival, we are not just supporting the festival – we are amplifying it.
“For 30 days, we’re bringing experiences that celebrate the energy and self-expression of the people, culminating in the Guinness Shine Party on December 25th. This is more than sponsorship; it is our commitment to lighting up Calabar with moments that inspire pride, connection, and joy.”
This year’s edition of the Calabar Carnival will hold under the theme Traces of Time.
Organisers expect attendance from across Nigeria and other countries.
Guinness said its participation will focus on highlighting culture across different periods, with activities that recognise heritage and expressions linked to the Carnival’s theme.
The company also encouraged members of the public to take part in the events lined up for the season.
