MultiChoice Nigeria has named betPawa as the headline sponsor for the 11th season of Big Brother Naija (BBNaija), ahead of the reality show’s premiere on 26 July. The sponsorship announcement comes as preparations for the new season continue.
This edition will feature housemates competing for a record N160 million grand prize, the largest in the show’s Nigerian history since the programme launched in 2006. Organizers unveiled the premiere date and prize money during a media briefing in Lagos earlier this week, following months of auditions and screenings in Lagos, Abuja, and Enugu to select the season’s housemates.
Since its revival in 2017, Big Brother Naija has grown into one of Africa’s biggest reality television franchises, helping produce celebrities, entrepreneurs, and social media influencers while dominating discussions around entertainment, fashion, and popular culture. Past winners include Efe Ejeba, Miracle Igbokwe, Mercy Eke (the first female winner), Laycon, Whitemoney, Phyna, Ilebaye Odiniya, Kellyrae Sule, and reigning champion Imisi Ayanwale.
The programme is also a major commercial platform, attracting sponsorship from leading brands across sectors such as telecommunications, consumer goods, finance, and gaming. Commenting on the partnership, Borah Ndanyungu, betPawa’s Head of Local Marketing and Corporate Social Responsibility, said the company identified with the show’s focus on ambition and opportunity.
“At betPawa, we’ve always believed in backing people who dare to dream big,” Ndanyungu said. “Whether it’s a customer celebrating a big win, an athlete earning a Locker Room Bonus after a hard-fought victory, or a housemate pursuing a once-in-a-lifetime opportunity, the ambition is the same.
Across Africa, we’ve built our brand by creating opportunities, rewarding excellence, and investing in the moments that change lives. Partnering with Big Brother Naija allows us to celebrate that spirit on one of the continent’s biggest stages, while connecting with millions of Africans who believe that with courage, determination, and the right support, anything is possible.”
The company said the sponsorship also reflects its wider support for initiatives that promote African talent and create opportunities for young people. It added that, beyond gaming, it has invested over $1.5 million in sports development through its Locker Room Bonus initiative, which rewards athletes with direct performance bonuses across Africa.
Although organisers have not yet announced the season’s theme or the identities of the housemates, viewers can expect the familiar BBNaija lineup of tasks, nominations, evictions, and live shows.
