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David GOMBE
The final watch party marked the last major stop in Nile Special’s tournament campaign, which moved across the country through major regional fan experiences in Jinja, Gulu, Mbarara and Kampala, alongside several smaller activations held in bars and entertainment venues across Uganda.
The campaign began with the first major watch party in Jinja on the opening match day before moving to Gulu, where fans watched Morocco defeat Canada and France edge Paraguay. It later shifted to Mbarara for the quarter-final stage, before closing in Kampala with the final between Spain and Argentina.
At King’s Park Arena, the atmosphere reflected the emotion of a World Cup final, with fans turning up to watch one of the biggest football nights of the year. The Spain versus Argentina clash kept supporters engaged until extra time, with Spain eventually finding the decisive goal to seal the title.
Beyond the match, the Kampala watch party delivered a full entertainment experience courtesy of Nile Special, with live performances from Dax Vibes, Cindy Sanyu and Fik Fameica. The performances added to the celebratory atmosphere, turning the final watch party into a blend of football, music, entertainment and shared fan celebration.
The event also carried the full Nile Special FIFA World Cup experience, including fan engagement and the ongoing “Gwe Kafulu” score predictor activations. Through the mechanic, consumers have been able to participate in the campaign by predicting match scores for a chance to win prizes, with rewards offered through Nile Special’s partnership with Hisense Uganda.
The final event also tied into Nile Breweries Limited’s “Cheers to Bars” initiative, which has been running alongside the FIFA World Cup campaign to recognise bars and entertainment venues as important social spaces where adult consumers gather to watch football, connect with friends and share major sporting moments responsibly.
Speaking to the media at the final watch party, Nile Breweries Head of Marketing, Wangechi Gitahi, said the campaign had helped Nile Special bring the FIFA World Cup closer to Ugandan fans by creating shared football experiences across different regions.
She noted that the brand set out to do more than simply screen matches, but to create spaces where fans could participate, celebrate and feel part of the tournament through watch parties, score predictions, entertainment, prizes and live performances.
“The FIFA World Cup is one of the biggest moments of connection in sport, and for Nile Special, this campaign has been about bringing that energy closer to fans here in Uganda. From Jinja to Gulu, Mbarara and now Kampala, we have seen fans turn up with passion, excitement and pride,” Gitahi said.
She added that the final watch party was a strong close to a campaign that had kept football fans engaged throughout the tournament period.
“The final at King’s Park Arena gives us a fitting end to the journey. It brings together everything the campaign has stood for; football, connection, participation, entertainment and shared celebration,” she added.
Nile Breweries Limited National Sales Director, Ifeoluwapo “Ife” Subair, said the campaign had also highlighted the role of bars and entertainment venues in Uganda’s football culture, especially during major tournaments.
According to Subair, bars continue to be important meeting points for football fans, while also supporting livelihoods, trade partners and local entertainment ecosystems.
“Throughout this campaign, bars have been at the centre of the fan experience. They are the places where people come together to watch matches, debate results, support their teams and share the emotions that come with football,” Subair said.
He added that through “Cheers to Bars,” Nile Breweries continues to recognise the contribution of bars to social life, responsible adult enjoyment and local business activity.
