Football fans in Uganda could turn their match-day celebrations, heated debates and love for their favourite teams into cash, with Coca-Cola and FanBench launching a social media challenge offering Shs1 million every month.
The challenge, dubbed “Essawa Yonna, Kisoboka,” was unveiled at Motiv in Bugolobi, Kampala, bringing football culture and digital content creation together in a campaign targeting young people and football enthusiasts.
Unlike traditional football competitions that reward players on the pitch, the initiative is inviting ordinary supporters to showcase what happens away from the 90 minutes of action.
Fans are expected to create original videos or social media posts capturing their football experiences, ranging from match-day preparations and watch parties to goal celebrations, friendly rivalries and predictions.
To participate, entrants must post their content publicly on Instagram or TikTok, tag Coca-Cola Uganda and FanBench, and use the hashtags #COCACOLAFootball, #EssaawaYonna and #CreateWithCOCACOLA.
Winners will be selected monthly through a leaderboard based on the cumulative views their entries attract across the two platforms, with Shs1 million awarded each month.
Speaking at the launch, Barry Otieno, Senior Marketing Manager at Coca-Cola Uganda, said football provided an opportunity for people to connect beyond the game.
“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 with FanBench was intended to give supporters an opportunity to share their stories, interact with fellow fans and earn rewards through their creativity.
The campaign will also extend beyond social media through Bench Fridays, a series of football-themed watch-alongs and fan gatherings at selected venues across Kampala.
The gatherings are expected to bring supporters together for live match screenings, football debates and friendly exchanges, creating spaces where fans can express their loyalty and interact with others who support rival clubs.
The campaign will climax on December 20 with an Arsenal versus Manchester United watch party at UMA Grounds, bringing together supporters of the two English Premier League rivals.
Wycliff Tugume, popularly known as Ykee Benda, who owns FanBench, said the partnership would help expand the platform’s reach and give football supporters a bigger voice.
He described Coca-Cola as a suitable partner, particularly because of its 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.
FanBench is a Ugandan football culture and sports entertainment platform that connects supporters through digital content, football conversations, watch parties and community events.
The partnership also falls under Coca-Cola’s Youth Voices programme, which focuses on encouraging young people’s creativity, self-expression and community participation.
For fans, however, the immediate attraction is the opportunity to turn the passion they already display every match day into a monthly cash prize.
