David GOMBE
Nile Breweries Limited (NBL), through its flagship beer brand Nile Special, has officially launched the third phase of the FIFA World Cup 2026 campaign with the rollout of nationwide watch parties and a new score predictor consumer engagement mechanic under the “Gwe Kafulu” platform, while extending its “Cheers to Bars” initiative into the FIFA World Cup season.
The launch was held at Bourbon Bar & Lounge in Jinja ahead of the FIFA World Cup opening match between Mexico and South Africa and marks the beginning of a nationwide series of World Cup watch party experiences that will take place across bars and entertainment venues throughout Uganda during the tournament period.
As the Official Beer Sponsor of the FIFA World Cup in Uganda through AB InBev’s global partnership, Nile Special is continuing to create immersive football experiences that bring Ugandan fans closer to the excitement of the world’s biggest football tournament.
The third phase of the campaign introduces a score predictor mechanic where consumers who purchase Nile Special can check under the crown for a unique code, dial *144*26#, and predict match scores for a chance to win prizes and FIFA World Cup rewards throughout the tournament.
As part of the FIFA World Cup campaign, Nile Breweries is also incorporating its “Cheers to Bars” initiative into the tournament experience to recognise and celebrate local bars as important spaces where Ugandans gather to watch football, connect with friends, enjoy entertainment, and share memorable fan experiences during the FIFA World Cup.
Speaking during the launch, Nile Breweries Managing Director Nkanyiso Mncwabe said the FIFA World Cup is one of the world’s biggest moments of connection and shared celebration, making local bars an important part of how fans experience the tournament.
“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.”
He added, “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.”
Nile Special Brand Manager Eric Malinga said the third phase of the campaign was designed to sustain fan excitement and encourage active participation throughout the FIFA World Cup.
“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. Consumers simply buy a Nile Special, check under the crown for the code, dial *144*26#, and enter their prediction for a chance to win.”
He added, “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.
