Nile Breweries Limited (NBL) has launched a nationwide campaign aimed at transforming local bars into vibrant FIFA World Cup viewing centres while celebrating their role in supporting communities and local economies.
Dubbed “Cheers to Bars,” the initiative was unveiled at Bourbon Bar & Lounge in Jinja during the opening match of the 2026 FIFA World Cup between Mexico and South Africa. The campaign marks the start of a series of World Cup watch parties that will be held across bars and entertainment venues throughout the country.
Through its flagship brand, Nile Special, NBL says the initiative seeks to bring football fans closer to the excitement of the tournament while recognising bars as important spaces for social connection, entertainment and economic activity.
Speaking at the launch, NBL Managing Director Nkanyiso Mncwabe said bars play a vital role during major sporting events by giving communities a place to come together and share memorable experiences.
“Bars have always been more than places to grab a drink. They are where people meet, celebrate, watch football, enjoy music and create memories. During the World Cup, that role becomes even more powerful because local bars allow fans to feel the energy of the game together, even when they are far from the stadiums,” Mncwabe said.
He added that the campaign is intended to recognise the contribution bars make to employment and local commerce.
“Through Cheers to Bars, we are celebrating the local bars that bring communities together while supporting jobs, trade and livelihoods across the country,” he said.
According to NBL, the initiative also highlights the wider economic impact of bars, which support workers, suppliers, food vendors, transporters, entertainers and farmers within the hospitality value chain.
“When local bars do well, the benefit goes beyond the bar counter. It reaches employees, suppliers, food vendors, transporters, entertainers, farmers and many others connected to the beer and hospitality value chain,” Mncwabe noted.
As part of its World Cup engagement activities, Nile Special has also introduced a score predictor promotion. Consumers who purchase the beer can find a unique code under the bottle crown, dial 14426#, and predict match results for a chance to win prizes and FIFA World Cup rewards.
Nile Special Brand Manager Eric Malinga said the promotion is designed to keep fans actively engaged throughout the tournament.
“With the watch parties and score predictor mechanic, we want fans to do more than simply watch football. We want them to participate, predict, celebrate and feel actively involved in every match throughout the tournament,” Malinga said.
He added that the campaign seeks to capture the excitement and shared experiences that define the FIFA World Cup while rewarding loyal consumers.
The 2026 FIFA World Cup runs from June 11 to July 19, during which Nile Breweries says it will continue hosting fan experiences and celebrating local bars that serve as gathering places for football enthusiasts across Uganda.
