In Uganda, football is rarely a solitary experience. It is watched shoulder to shoulder — in living rooms, university hostels, workplaces, neighbourhood viewing centres and sports bars that come alive every matchday.
Building on this passion, Coca-Cola Uganda has launched a four-month Content Creation Challenge inviting football fans across the country to share how they experience English Premier League matchdays — from the food on the table and the people they watch with to the celebrations, rivalries and Coca-Cola moments that make every match memorable.
The challenge follows Coca-Cola’s successful two-day EPL Watch Party held at Millennium Park in Kampala on 21 and 22 August, which brought together thousands of football fans for live Premier League action, music, entertainment, games and shared matchday experiences.
The activation marked the beginning of a broader campaign through which Coca-Cola aims to bring its partnership with the Premier League closer to Ugandan consumers throughout the football season.
Turning Every Matchday into a Fan Story
Through the Content Creation Challenge, fans are invited to buy a Coca-Cola, scan the on-pack QR code and create original content showing their EPL matchday experience with Coca-Cola and a meal.
Participants can post their content on Instagram or TikTok, using the campaign hashtag and tagging Coca-Cola Uganda.
Eligible entries will be ranked on a national leaderboard, with participants standing a chance to receive monthly cash rewards based on validated views, Coca-Cola merchandise and other campaign experiences.
Barry Otieno, Senior Marketing Manager for Coca-Cola in Uganda, said the campaign is designed to celebrate the way Ugandan consumers already experience football while giving fans an opportunity to become part of Coca-Cola’s Premier League story.
“For the first time, Coca-Cola has partnered with the English Premier League to bring the experience closer to Uganda. Football here isn’t just a match — it’s an occasion. People gather, they eat together, celebrate together and Coca-Cola has always been part of those shared moments.”
Otieno added that the Content Creation Challenge takes that experience beyond major physical activations and puts fans themselves at the centre of the campaign.
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“This campaign celebrates what Ugandan fans already do every matchday and rewards them for telling that story in their own way. Whether you are watching with friends, family or fellow supporters, we want to see what makes your matchday special.”
Unlike a one-off promotion, the Content Creation Challenge will run for four months, creating multiple opportunities for football fans to participate and win as the Premier League season progresses.
Thousands of Fans Turn Out for Coca-Cola EPL Watch Party
The campaign kicked off with a vibrant two-day Coca-Cola EPL Watch Party at Millennium Park on 21 and 22 August, bringing the Premier League experience to life for thousands of Ugandan football supporters.
Across the weekend, fans gathered to watch live Premier League action on giant screens while enjoying music, food, games, football challenges and other interactive experiences.
The event featured live performances from some of Uganda’s leading entertainers, including Fik Fameica, Ykee Benda and Karole Kasita, alongside Madzon, Erika Brown, Sean Official, Jiggy and other emerging artists.
Beyond watching football, fans participated in quizzes, games, content creation and other interactive experiences designed to transform the traditional football screening into a broader celebration of Uganda’s football culture.
The Watch Party also provided an opportunity for fans to experience the Content Creation Challenge firsthand, create matchday content and share their football moments across social media.
Paul Victor Oloo, Senior Manager, Communications, The Coca-Cola Company’s East and Central Africa Franchise, said the strong fan participation demonstrated the opportunity to build a campaign around the authentic ways consumers experience football.
“What we saw at Millennium Park was the passion that Ugandans have for football brought to life. Fans came with their club rivalries, their friends, their celebrations and their own ways of experiencing matchday.”
He added:
“This is participation at scale, not a single advert. Every fan who takes part has an opportunity to become a creator and tell an authentic football story. The Watch Party brought that energy together physically; the Content Creation Challenge now gives fans across Uganda an opportunity to keep that experience going throughout the campaign.”
From One Weekend to Four Months of Football
With the launch weekend concluded, Coca-Cola is now taking the campaign beyond Millennium Park by inviting football supporters from across Uganda to participate throughout the Premier League season.
The four-month challenge is designed to ensure that the campaign remains active across multiple fixtures, club rivalries and major Premier League moments rather than being centred around a single event.
Fans will have repeated opportunities to create content around their favourite clubs, meals, friends, families and matchday traditions, turning everyday football-viewing occasions into opportunities for participation and reward.
The campaign will also continue working with football personalities, sports media platforms, creators and fan communities to drive conversations around Premier League fixtures and celebrate Uganda’s distinctive football culture.
How to Take Part
Ugandan residents aged 18 and above can participate in the Content Creation Challenge by:
- Buying a Coca-Cola.
- Creating original content showing their EPL matchday, meal and Coca-Cola moment.
- Scanning the QR code on participating Coca-Cola packs to access campaign information.
- Posting the content on Instagram or TikTok using the official campaign hashtag and tagging Coca-Cola Uganda.
- Encouraging genuine engagement with their content to climb the campaign leaderboard.
Multiple entries are permitted throughout the four-month campaign period, giving participants several opportunities to create, compete and win.
All entries will undergo moderation, with winners determined using validated leaderboard rankings. The validation process is intended to safeguard the integrity of the competition by identifying artificially inflated views, duplicate or stolen content and fraudulent engagement.
Further information about the Content Creation Challenge, campaign mechanics, monthly reward tiers, eligibility requirements and upcoming Coca-Cola EPL experiences will be shared through Coca-Cola Uganda’s official social media channels.
