Sports 26 August 2026 Daily Monitor (Uganda)
Coca-Cola Taps into Uganda's Premier League Fever with Fan Experience Events
Coca-Cola is deepening its connection with Ugandan Premier League fans through organized viewing events, blending football passion with music and entertainment. These gatherings aim to move the fan experience beyond individual screens into a communal celebration of the sport. Source: https://www.monitor.co.ug/uganda/sports/soccer/rain-rivalry-and-shared-screens-as-coca-cola-courts-english-premier-league-fans-5571068
Rain couldn’t dampen the spirits of English Premier League fans in Kampala last weekend as Coca-Cola hosted a vibrant fan experience event at Lugogo’s Millennium Park. The gathering, which spanned Friday and Saturday, aimed to immerse supporters in the passion of the Premier League, moving beyond the confines of home viewing.
Despite a downpour that temporarily turned parts of the venue into a sodden arena, fans huddled under shelters, unwilling to miss out on the action. The event featured screenings of key matches, including Arsenal’s season opener and Manchester United’s clash with Hull City, alongside performances by popular Ugandan artists like Fik Fameica, Ykee Benda, and Karole Kasita.
Coca-Cola’s Senior Marketing Manager for East and Central Africa, Barry Otieno, stated that the initiative is the beginning of a significant engagement strategy. “This is the start of a great experience that Coca-Cola is bringing to every football fan in Uganda,” he remarked, highlighting the company’s recognition of football’s strong appeal among its consumers.
The events are part of Coca-Cola’s three-year partnership with the Premier League, which commenced in the 2025/26 season. This collaboration focuses on fan activations, aiming to bring supporters closer to the competition through exclusive experiences. The strategy aligns with how deeply the English game is integrated into Uganda’s weekend culture, where watching matches often involves communal gatherings in bars, restaurants, and homes.
By offering music, entertainment, and a shared viewing environment, Coca-Cola is tapping into the existing fan culture. This approach was evident during the event, where the resilience of fans, even in adverse weather, underscored their dedication. The success of such events could encourage Coca-Cola to expand these experiences to other towns across Uganda, reaching fans in cities like Jinja, Mbarara, and Gulu.