Kampala, Uganda — Coca-Cola brought the excitement of the English Premier League closer to university students over the weekend, as it sponsored the KIU Fresher’s Ball as part of its ongoing “Essawa Yonna Kisoboka” campaign.
The event brought together more than 1,000 students from Kampala International University (KIU), Kyambogo University, Makerere University and Makerere University Business School (MUBS), creating an energetic platform where young people connected through music, football and shared experiences.
The Coca-Cola experience went beyond the traditional fresher’s celebration, with the brand curating a range of interactive sports and entertainment activities designed to keep students engaged throughout the event.
Artist Kapeeke added to the excitement, energising the young crowd with a lively performance that complemented the football-themed experience.
For Coca-Cola, the event forms part of its wider effort to connect with young people through their passions, particularly football, music, creativity and entertainment.
The “Essawa Yonna Kisoboka” campaign, inspired by the unpredictable nature of football and the belief that anything can happen before the final whistle, has been taking the Premier League experience beyond the television screen through watch parties, consumer activations and content creation opportunities.
At the KIU Fresher’s Ball, students had an opportunity to enjoy curated Coca-Cola experiences while also engaging with the campaign’s content creation competition.
Through the competition, young creators are invited to produce content inspired by their football and Coca-Cola experiences, with participants standing a chance to win up to UGX 1 million every month.
For university students who are increasingly using digital platforms to express themselves, the competition provides an opportunity to combine creativity with their passion for football.
One participating creator, SolomonXen from Mbarara University, described the competition as an opportunity to turn his passion for football and creativity into content that inspires, entertains and connects young people.
For another participant, Dherrick from Gulu University, football represents a shared language among young people.
“It’s where my creativity meets opportunity — to tell our stories, connect with other friends, and prove that young people here have world-class ideas too,” he said.
The KIU experience is part of Coca-Cola’s plans to take the EPL campaign to different universities, creating opportunities for students to interact with the brand, experience football in new ways and showcase their creativity.
As the Premier League season continues, Coca-Cola will continue curating experiences that bring young Ugandan fans closer to the excitement of the game — because, as the campaign says, Essawa Yonna Kisoboka — anything can happen before the final whistle.