KAMPALA, Uganda — Coca-Cola has partnered with the English Premier League (EPL) to bring football fans in Uganda closer to the excitement of the new league season through a series of fan experiences, entertainment activities and opportunities to win prizes.
The partnership was launched at Millennium Grounds, Lugogo, Kampala, on Friday 21st, August where football fans gathered to celebrate the start of the new EPL season.
Speaking at the event, Barry Ottieno, Senior Marketing Manager at Coca-Cola in charge of Uganda, said the partnership was designed to tap into Ugandans’ strong passion for football while creating memorable experiences for consumers.
“Ugandans love football,” Ottieno said, explaining that Coca-Cola identified football as an important passion point that connects the brand with its consumers.
He noted that Coca-Cola has long been part of football viewing experiences, whether fans are watching matches at home, with friends, at school or at their favourite entertainment spots.
According to Ottieno, the partnership with the EPL is therefore aimed at building on an existing relationship between Coca-Cola, football and its consumers.
As part of the launch activities, fans at Millennium Grounds watched Arsenal Vs. Conventry City match together, with another viewing experience planned for the following day Saturday featuring Manchester United Vs. Hull City.
Ottieno said the two-day activation was about more than football, with fans also treated to entertainment, DJs and food experiences.
He added that the activities at Lugogo marked the beginning of a wider programme of activations that Coca-Cola plans to organize throughout the EPL season.
Fans to earn through content creation
Beyond match-viewing experiences, Coca-Cola has introduced a content creation challenge that gives football fans an opportunity to earn money by creating and sharing football-related content.
Ottieno said fans can participate by purchasing a Coca-Cola product such as Coke, Fanta or Sprite, scanning the QR code on the pack and signing up for the challenge.
Participants will then be required to create videos showing how they enjoy football or their meals with Coca-Cola and share the content on their social media platforms.
The amount earned will depend on the level of engagement and viewership generated by the content, with up to Shs1 million available every month.
“This is an opportunity for fans to do what they love and what they do best while being rewarded by Coca-Cola,” Ottieno said.
The initiative is open to Ugandan citizens aged 18 and above.
Coca-Cola said the EPL partnership will run throughout the season, with more fan activations and experiences expected as the competition continues.
Ottieno said the company wants football fans across Uganda to feel part of the partnership, regardless of whether they watch matches at home, with friends, at entertainment venues or with their families.
The initiative comes as football continues to attract a large following in Uganda, with EPL clubs commanding strong support among local fans.
Coca-Cola’s partnership with the EPL is expected to provide Ugandan fans with more opportunities to combine their passion for football with entertainment, creativity and rewards throughout the season.
