According to the organisation, the rebrand follows the conclusion of its partnership with Paramount at the end of March 2026. Shuga Global said the transition was made through a mutual agreement based on a shared vision for the organisation’s future direction.
As part of the relaunch, Shuga Global introduced its first project under the new identity, the Mashariki Offscript Podcast. The podcast is hosted by Makena Kahuha and media personality Muchina Maloba. Episodes are available on Spotify, YouTube and other digital platforms.
“Rebranding as Shuga Global signals an exciting new era for our organisation as we continue to evolve,” Shuga Global executive director Wame Jallow said. “Building on the legacy of our ground-breaking Shuga series, our immersive storytelling and engagement with young people is needed now more than ever.
“Young people increasingly face complex interconnected issues, and we will continue to innovate and look forward to working with new partners and supporters to grow our impact on young people’s lives and their communities.”
Shuga Global said its flagship MTV Shuga series has continued to expand its audience across Africa. The Kenyan edition, MTV Shuga Mashariki, returned in 2025 after an absence of more than a decade. The organisation said the first season recorded about 5.3 million views, while the second season, which premiered on Citizen TV in February 2026, has surpassed 8.3 million views on YouTube.
The organisation also announced the development of Shuga Mashariki Shorts, an anthology film series scheduled for release in June 2026.
Shuga Global, formerly known as the MTV Staying Alive Foundation, produces educational entertainment content focused on health and social issues affecting young people. Its MTV Shuga franchise is broadcast in 40 African countries.
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