Football fans in Uganda will have a chance to win Shs1 million every month by sharing videos and social media posts showing how they celebrate and experience the game under a new campaign by Coca-Cola and FanBench.
The initiative, launched in Kampala on November 12, 2026, is part of Coca-Cola’s “Essawa Yonna, Kisoboka” campaign, which seeks to use football culture to bring supporters together through digital content, fan gatherings and other interactive experiences.
The challenge invites fans to post original content capturing their match-day routines, team celebrations, football predictions, friendly rivalries and watch-party experiences.
To participate, entrants must publish their content on social media, tag the official Coca-Cola Uganda and FanBench pages, and use the campaign hashtags #COCACOLAFootball, #EssaawaYonna and #CreateWithCOCACOLA.
Entries must be publicly visible. Winners will be selected through a leaderboard that ranks cumulative views on Instagram and TikTok posts. The campaign will award Shs1 million every month to outstanding entries.
Barry Otieno, Senior Marketing Manager at The Coca-Cola Company in Uganda, said the partnership was designed around the social connections created by football, rather than the matches alone.
“Football is more than just a game in Uganda. It is a passion that brings people together, sparks conversations and creates a strong sense of community,” Otieno said.
He added that the campaign would allow fans to share their experiences while rewarding their creativity.
Beyond the online competition, the partnership will introduce Bench Fridays, a series of football watch-alongs and fan gatherings at selected venues in Kampala. The events will feature match screenings, debates and interactions among supporters.
The activities will build towards a major watch party scheduled for December 20 at UMA Grounds, where fans will gather to watch Arsenal take on Manchester United.
Wycliff Tugume, popularly known as Ykee Benda, who owns FanBench, said the partnership would help expand the platform’s reach and create more opportunities for supporters to participate in football culture.
“We believe this partnership will help us grow FanBench into a platform with global potential, celebrating football fandom and bringing supporters together through their shared love of the game,” he said.
FanBench will coordinate the watch parties, manage fan engagement and support the digital content challenge through its community and influencer networks.
The campaign also falls under Coca-Cola’s Youth Voices programme, which the company says places young people at the centre of activities promoting creativity, self-expression and community participation.