Ugandan football fans can win Shs1 million every month by sharing their match-day experiences on social media, with winners determined by the cumulative views their content attracts on Instagram and TikTok.
The competition is part of a partnership between Coca-Cola and football entertainment platform FanBench under the Essawa Yonna, Kisoboka campaign, which seeks to celebrate football culture and bring supporters together.
Participants are invited to create original videos or posts showcasing their football passion, including match-day preparations, goal celebrations, predictions, football debates and watch-party experiences.
To enter, fans must publish their content on social media, ensure their posts are publicly visible, tag the official Coca-Cola Uganda and FanBench pages, and use the hashtags #COCACOLAFootball, #EssaawaYonna and #CreateWithCOCACOLA.
Winners will be selected through a leaderboard based on cumulative views generated by their entries on Instagram and TikTok, with Shs1 million available to be won every month for outstanding fan creativity.
The partnership was officially launched on November 12 at Motiv Bugolobi in Kampala.
Barry Otieno, Senior Marketing Manager at The Coca-Cola Company in Uganda, said the initiative seeks to give football fans an opportunity to express their passion, share experiences and connect with other supporters.
“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 said the partnership would celebrate the experiences surrounding football, including family and friends gathering to watch matches, friendly rivalries and match-day traditions.
Beyond the online competition, the partnership will introduce Bench Fridays, a series of football-themed watch-alongs and interactive fan experiences at selected venues across Kampala, with additional locations to be announced.
The gatherings will feature football discussions, debates and friendly banter, giving supporters an opportunity to connect with fellow enthusiasts.
The initiative also forms part of Coca-Cola’s broader Youth Voices programme, which places young people at the centre of experiences that encourage creativity, self-expression and community connection.
Wycliff Tugume, popularly known as Ykee Benda and proprietor of FanBench, said the partnership would help expand the platform’s reach and create more opportunities for football supporters to connect.
“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.
FanBench will coordinate the Bench Fridays activities, facilitate fan engagement, amplify conversations across digital platforms and build momentum towards the campaign’s grand finale.
The campaign will culminate on December 20, 2026, with a major Arsenal versus Manchester United watch party at UMA Grounds, bringing together football communities for a celebration of the game, rivalry and togetherness.
