The Macallan’s partnership with NECLive 2025 spotlights creativity and craftsmanship in Africa’s entertainment industry
Organisers of this year’s edition of the Nigerian Entertainment Conference (NECLive) have announced a partnership with The Macallan, the world-renowned single malt Scotch whisky, as Official Sponsor Partner.
The Macallan has consistently supported high-end art and cultural initiatives in Nigeria, collaborating with Nigerian artists and celebrating the nation’s cultural tastemakers and top whisky connoisseurs over the last few years.
This partnership with NECLive signifies a powerful alignment between the ultra luxury brand’s commitment to craftsmanship, art, and cultural heritage, and the burgeoning excellence of Africa’s creative industry.According to Hammed Adebiyi, Senior Brand Manager, West and Central Africa, Edrington Portfolio, “The Macallan has always celebrated exceptional craftsmanship and artistic excellence, values that resonate deeply with Africa’s thriving creative community. Our partnership with NECLive 2025 is a natural extension of our commitment to championing cultural tastemakers and supporting platforms that elevate creativity across the region.”
Also commenting on the partnership, NECLive Convener, Ayeni Adekunle, said, “We are honoured to partner with The Macallan for NECLive 2025. This collaboration showcases the premium value and world-class artistry within Africa’s creative industry. It reinforces our mission to power the continent through creative enterprise by attracting globally renowned brand partners who recognize and celebrate African creativity.”
NECLive 2025, themed “Powering Africa Through Creative Enterprise,” is produced by Nigerian Entertainment Today (Netng) and the Africa Creative Foundation, in association with ID Africa, BHM, and Huce Valeris. The conference will hold on Friday, November 28, 2025, at the Landmark Centre, Lagos.
