Ugandan football supporters stand to win UGX 1 million every month as Coca-Cola and FanBench roll out a campaign combining digital creativity, fan gatherings and live football experiences.
Coca-Cola is taking its engagement with Uganda’s football community beyond traditional match-day experiences through a new partnership with FanBench, a local football culture and sports entertainment platform.
Officially launched at Motiv Bugolobi in Kampala on November 12, 2026, the partnership seeks to bring football supporters together through digital storytelling, fan interactions and organised watch parties.
The initiative, running under Coca-Cola’s Essawa Yonna, Kisoboka campaign, will also give fans an opportunity to win UGX 1 million every month by creating and sharing content inspired by their love for football.
At the centre of the campaign is the belief that football fandom is not defined by what happens on the pitch alone. The conversations, rivalries, celebrations, friendships and match-day traditions among supporters are equally important parts of the experience.
Speaking at the launch, 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.
He noted that the partnership with FanBench would provide an avenue for supporters to share their experiences, showcase their creativity and build connections with fellow football enthusiasts.
Fans invited to create and compete
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.
To enter, 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, with UGX 1 million available to be won every month.
The arrangement gives ordinary supporters an opportunity to turn their passion into digital content while competing for recognition and rewards.
Bench Fridays to bring supporters together
Away from social media, 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 initiative forms part of Coca-Cola’s wider Youth Voices programme, which seeks to place young people at the centre of experiences promoting creativity, self-expression and community connections.
Arsenal and Manchester United set for grand finale
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, popularly known as Ykee Benda and proprietor of FanBench, described the partnership as an important opportunity to expand the platform’s reach.
He said the collaboration could help FanBench develop into a platform with global potential while giving supporters a stronger voice in football conversations and experiences.
FanBench will contribute its existing football community, digital content capabilities, influencer network and event experience to coordinate activities and build momentum towards the December finale.
For Coca-Cola, the partnership provides another avenue to connect with consumers through shared interests and experiences.
For Uganda’s football supporters, the campaign presents an opportunity to move beyond watching and debating matches to actively creating the culture and experiences around the game.
