Coca-Cola has partnered with FanBench, a local football culture and sports entertainment platform, to launch a campaign that combines digital creativity, fan gatherings, and live football experiences for Ugandan football supporters. The initiative, called Essawa Yonna, Kisoboka, aims to bring fans together through digital storytelling, fan interactions, and organised watch parties. The partnership was officially launched at Motiv Bugolobi in Kampala on November 12, 2026.
The campaign allows fans to win UGX 1 million every month by creating and sharing content inspired by their love for football. Participants must publish their content publicly on social media, tag the official Coca-Cola Uganda and FanBench pages, and use the hashtags #COCACOLAFootball, #EssaawaYonna, and #CreateWithCOCACOLA. The competition will use a leaderboard based on cumulative views generated by entries on Instagram and TikTok.
The partnership believes that football fandom is not defined by what happens on the pitch alone, but also by the conversations, rivalries, celebrations, friendships, and match-day traditions among supporters. Barry Otieno, Senior Marketing Manager at The Coca-Cola Company in Uganda, said football remains an important part of how Ugandans connect with one another.
The Essawa Yonna, Kisoboka User-Generated Content Challenge will allow participants to create original videos and social media posts reflecting their football experiences. Content can include match preparations, team celebrations, predictions, football debates, watch-party experiences, and other personal traditions associated with following the game.
In addition to the online competition, the partnership will introduce Bench Fridays, a series of football-themed watch-alongs and interactive experiences at selected venues across Kampala. The gatherings will feature live match viewing, football discussions, friendly rivalry, and opportunities for fans to interact with supporters of different clubs.
The campaign will culminate on December 20, 2026, with an Arsenal versus Manchester United watch party at UMA Grounds. The event will bring together football communities and supporters who will have participated in the campaign, providing a major gathering around one of English football’s most recognisable rivalries.
Wycliff Tugume, proprietor of FanBench, described the partnership as an important opportunity to expand the platform’s reach and give supporters a stronger voice in football conversations and experiences. The collaboration will help FanBench develop into a platform with global potential while providing Coca-Cola with another avenue to connect with consumers through shared interests and experiences.
Key points
- Coca-Cola and FanBench partner to engage Ugandan football fans through digital storytelling and live experiences.
- Fans can win UGX 1 million every month by creating and sharing content inspired by their love for football.
- The campaign will culminate in an Arsenal versus Manchester United watch party at UMA Grounds on December 20, 2026.
