Coca-Cola on Friday evening opened yet another season of passion, rivalry, banter and unforgettable moments for Ugandan fans as the 2026/27 English Premier League season kicked off.
During the launch of live matchday watch parties and fan experiences for Ugandan football lovers at Millennium Grounds in Lugogo, Coca-Cola gave fans a taste of the Premier League atmosphere as defending champions Arsenal FC defeated newly promoted side Coventry City 3-0.
While the game was played at the Emirates Stadium in London, Coca-Cola brought the action closer to Ugandan fans through large screens at Lugogo, complemented by live performances from artists including Fik Fameica, Ykee Benda and Karole Kasita, alongside DJs, food experiences and interactive fan activities.
“It’s a great day for all football fans. For the first time, Coca-Cola has partnered with the English Premier League, and it’s bringing the football experience closer to all football fans in Uganda,” said Barry Otieno, Senior Marketing Manager at Coca-Cola for East and Central Africa.
He said football has always been a natural fit for the brand because Coca-Cola is already part of how many Ugandans experience matchdays.
“Whether we are enjoying a game of football at home with our friends, at school or in our favourite hangout joints, Coca-Cola has always been part of the table. We are just tapping into something consumers are already doing,” he said.
Otieno said the Lugogo celebration is only the beginning of a season-long campaign that will feature more activations across the country.
“This is just the start of many activations and events that we will be curating for our Ugandan fans throughout the season,” he said.
As part of the campaign, Coca-Cola has launched a content creation challenge open to Ugandans aged 18 and above, with participants standing a chance to win up to Shs1 million every month.
To participate, consumers must purchase a Coca-Cola product, including Coke, Fanta or Sprite, scan the QR code on the packaging, register and post football-themed content on their social media platforms.
“The more viewership you get, the more money you unlock. Anyone can be a millionaire every month,” Otieno said.
He said the partnership is intended to reward fans while creating memorable experiences around the sport throughout the EPL season.
“We see this as a great partnership just to show our fans how much we appreciate them and just curate some great experiences as the new season starts. It’s just the start of a lot of many experiences that we have in store for our Ugandan fans,” he said.
The live matchday experience continues today, Saturday, with another screening featuring Manchester United’s opening fixture against Hull City.
