KAMPALA Uganda (UGNEWSLINE) – Coca-Cola has partnered with Ugandan football culture platform FanBench to give football fans an opportunity to showcase their passion for the game and win cash prizes of Shs1 million every month.
The partnership, launched at Motiv Bugolobi in Kampala on November 12, 2026, will use the Essawa Yonna, Kisoboka campaign to promote football culture, encourage digital creativity and bring supporters together through shared football experiences.
The initiative will feature a user-generated content (UGC) challenge in which fans are invited to create and share videos or social media posts showing how they enjoy football, including match-day preparations, celebrations, friendly debates, predictions and watch-party experiences.
Speaking at the launch, Barry Otieno, Senior Marketing Manager at The Coca-Cola Company in Uganda, said football is more than a sport because it brings people together and creates a strong sense of community.
He said the partnership with FanBench would provide a platform for fans to express themselves, share their experiences and connect with other supporters while earning rewards for their creativity.
“At Coca-Cola, we want to be part of these moments. Through Essawa Yonna, Kisoboka and our partnership with FanBench, we are giving football fans an opportunity to celebrate their passion, share their stories and connect with other fans,” Otieno said.
He added that the campaign would celebrate the excitement, creativity and community spirit that make football special to Ugandans.
Under the challenge, participants are required to create original content showing their football experiences, publish it on a public social media account, tag the official Coca-Cola Uganda and FanBench pages, and use the hashtags #COCACOLAFootball, #EssaawaYonna and #CreateWithCOCACOLA.
Winners will be determined through a leaderboard based on the cumulative views their entries receive on Instagram and TikTok, with Shs1 million available to be won every month.
Beyond the online competition, the partnership will introduce Bench Fridays, a series of football-themed watch-alongs and interactive fan gatherings at selected venues across Kampala.
The events will give supporters opportunities to watch matches together, discuss football, debate team performances and interact with fellow fans. More venues are expected to be announced.
The campaign will also culminate in a major football watch party on December 20, 2026, at UMA Grounds, where fans will gather to watch English Premier League rivals Arsenal and Manchester United face off.
Wycliff Tugume, popularly known as Ykee Benda and proprietor of FanBench, said the partnership would help expand the platform’s reach and strengthen its role in connecting football supporters.
He described Coca-Cola as a suitable partner because of its continued support for initiatives driven by young people.
“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,” Tugume said.
He added that the initiative would give fans a voice and create memorable experiences for the football community.
FanBench will use its network of football enthusiasts, content creators and influencers to coordinate the activities, promote online conversations and organise the watch parties leading up to the December finale.
The campaign also forms part of Coca-Cola’s broader Youth Voices programme, which seeks to put young people at the centre of initiatives that promote creativity, self-expression and community connections.
