The return of the English Premier League has given Ugandan football fans another reason to celebrate, with Coca-Cola unveiling a season-long partnership designed to bring the league’s excitement closer to its growing fan base in the country.
The partnership was launched as Arsenal got their Premier League title defence off to a winning start, setting the tone for what promises to be another highly competitive season in England’s top flight.
Speaking at the launch, Bary Otieno Senior, Coca-Cola’s senior marketing manager in charge of Uganda, said the partnership was built around the strong connection between Ugandans, football and the Coca-Cola brand.
“It’s a great day for all the football fans. We know that the English Premier League officially starts today. And this is special for us as Ugandans because for the first time, Coca-Cola has partnered with the English Premier League and it’s bringing the football experience closer to all football fans in Uganda,” Otieno said.
Otieno said football remains one of the country’s biggest passion points, making the Premier League a natural platform for Coca-Cola to engage consumers and create experiences around something they already enjoy.
Ugandans, he said, have traditionally enjoyed their football with friends and family at home, schools and popular entertainment spots, often with Coca-Cola already part of the experience.
“Coca-Cola has always been part of the table. Whether we are enjoying a game of football at home with our friends, at school or in our favourite hangout joints, Coca-Cola has always been part of the table,” he said.
The company plans to use the partnership to stage a series of football-related activations throughout the Premier League season, which runs until May next year.
The opening activation was designed as a two-day football and entertainment experience, with fans gathering to watch Arsenal’s opening match before turning their attention to Manchester United’s fixture the following day.
However, Otieno said the celebrations would go beyond watching football, with Coca-Cola promising a combination of entertainment, music, food and fan engagement throughout the season.
“It’s not just about the football. It’s a line-up of great entertainment, great DJs and great food experiences. On top of the football, there’s the food and entertainment that comes with it,” he said.
Fans offered chance to win Shs1 million
As part of the partnership, Coca-Cola is also inviting Ugandan football fans to participate in a content creation challenge that will run throughout the Premier League season.
The initiative targets social media users who can create and share content showing how they enjoy football or meals while consuming Coca-Cola products.
Fans can participate by purchasing a Coca-Cola product, scanning the QR code on the pack and signing up for the challenge.
Once registered, participants are required to create content and share it on their social media platforms, with engagement and viewership determining the rewards they can unlock.
Otieno said the initiative is intended to turn ordinary football moments into opportunities for fans to earn money while showcasing their creativity.
“The more viewership you get, the more money you unlock. There’s up to Shs1 million every month up for grabs,” he said.
The company said the competition is open to Ugandan citizens aged 18 and above, giving young content creators an opportunity to combine their passion for football with social media creativity.
Coca-Cola also promised other prizes for fans participating in the season-long activities, although the company did not disclose all the rewards at the launch.
The partnership comes at a time when the English Premier League continues to command a large following in Uganda, with supporters closely identifying with clubs such as Arsenal, Manchester United, Liverpool, Chelsea and Manchester City.
For Coca-Cola, the partnership is therefore intended to tap into that passion while creating physical and digital experiences that allow fans to engage with the brand beyond simply watching matches.
Otieno said the opening event was only the beginning, with more activations expected as the Premier League season progresses.
“This is just the start of many activations and events that we will be curating for our Ugandan fans,” he said.
With Arsenal already providing the first big football moment of the campaign for Coca-Cola’s launch, the company hopes to maintain the momentum throughout the season by taking the Premier League experience to fans wherever they gather to watch their favourite teams.
