Coca-Cola has partnered with the English Premier League to give Ugandan football fans a range of match-day experiences, entertainment activities and opportunities to earn up to Shs1 million every month through a new digital content competition.
The partnership, unveiled as the new Premier League season got underway, will run throughout the season and combine live match-viewing events with digital campaigns targeting football fans across Uganda.
Coca-Cola Senior Marketing Manager for Uganda, Barry Otieno, said the partnership was informed by the strong following the Premier League enjoys in Uganda and the role football plays in bringing people together.
“Ugandans love football. For that love of football, Coca-Cola has identified that as a passion point that we can tap into,” Otieno said.
He said the initiative is intended to bring Premier League experiences closer to fans while strengthening Coca-Cola’s association with the social occasions surrounding football matches.
A key component of the campaign is a digital content creation competition targeting Ugandan citizens aged 18 and above.
To participate, fans are required to purchase a participating Coca-Cola product, scan the QR code on the package and register for the competition. They can then create football or food-related content featuring their Coca-Cola experience and share it on social media.
According to Otieno, participants will be rewarded based on the level of engagement their content generates, with successful creators able to unlock up to Shs1 million each month.
“The more viewership you get, the more money you unlock,” he said.
The competition comes as social media continues to play a major role in how football fans consume and interact with the sport, from sharing match reactions and celebrations to creating videos around their favourite teams and players.
Coca-Cola said the campaign is designed to tap into this growing culture of digital content creation while giving fans an opportunity to turn their online engagement into financial rewards.
The partnership was also launched through live Premier League match screenings and entertainment activities. The opening events featured a screening of Arsenal’s match, with another event featuring Manchester United scheduled for today.
Beyond the matches, fans attending the events were treated to music, food and other entertainment designed to create a wider match-day experience.
Otieno said the launch events represent only the beginning of the activities planned for Ugandan fans throughout the Premier League season.
“For the entire season, Coca-Cola has partnered with the English Premier League. This is just the start of many activations and events that we’ll be curating for our Ugandan fans,” he said.
The partnership gives Coca-Cola an opportunity to engage football fans beyond conventional advertising by combining live sporting experiences with digital participation and entertainment.
For Ugandan Premier League followers, the campaign offers a combination of match-viewing experiences, social media content creation and the possibility of earning monthly financial rewards.
Coca-Cola said eligible Ugandan citizens aged 18 and above can participate provided they meet the competition’s requirements.
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