Nile Breweries Limited (NBL), through its flagship beer brand Nile Special, has launched the third phase of its FIFA World Cup 2026 campaign, introducing nationwide watch parties, a score predictor promotion, and an extension of its “Cheers to Bars” initiative throughout the tournament.
The campaign was officially unveiled at Bourbon Bar & Lounge in Jinja ahead of the FIFA World Cup opening match between Mexico and South Africa. The activation marks the beginning of a series of watch party experiences that will be hosted in bars and entertainment venues across Uganda during the tournament.
As the official beer sponsor of the FIFA World Cup in Uganda through AB InBev’s global partnership with FIFA, Nile Special says the campaign is aimed at bringing football fans closer to the excitement of the tournament through interactive experiences and rewards.
A key feature of the third phase is a score predictor promotion that allows consumers to participate in match predictions for a chance to win prizes. Customers who purchase Nile Special can find a unique code beneath the bottle crown, dial 14426#, and submit their score predictions throughout the competition.
The brewer has also integrated its “Cheers to Bars” initiative into the World Cup campaign, recognising local bars as important social spaces where Ugandans gather to watch football, socialise, and enjoy shared entertainment experiences.
Speaking at the launch, Nile Breweries Managing Director Nkanyiso Mncwabe said the FIFA World Cup is one of the world’s biggest moments of connection and celebration, making local bars central to the fan experience.
“For most football fans, the FIFA World Cup will not be experienced from inside a stadium. It will be experienced in communities, neighbourhoods and local bars across Uganda. That is why extending ‘Cheers to Bars’ into the FIFA World Cup campaign is important because bars become the spaces where people gather to celebrate, connect and share the energy of football together,” Mncwabe said.
He noted that bars contribute significantly to local economies through job creation and community engagement.
“Bars are more than places to grab a drink. They support livelihoods, create jobs, bring communities together and become part of many memorable social moments. Through this initiative, we are recognising the important role local bars play during major cultural and sporting moments like the FIFA World Cup, while also bringing consumers closer to the excitement of the tournament through Nile Special,” he added.
Nile Special Brand Manager Eric Malinga said the latest phase of the campaign is intended to keep fans actively engaged throughout the tournament.
“With the watch parties and score predictor mechanic, we wanted fans to do more than simply watch the football. We wanted them to participate, predict, celebrate and feel actively involved in every match throughout the tournament,” Malinga said.
He added that the campaign seeks to capture the passion and excitement associated with the FIFA World Cup while rewarding consumers for their participation.
“The FIFA World Cup is driven by emotion, debate, excitement and shared fan experiences. Through Nile Special, we are creating experiences that bring that energy closer to Ugandan fans while rewarding them throughout the tournament period,” he said.
