Guinness is set to give Uganda’s passionate football fans a reason to celebrate like never before, bringing the iconic Premier League Trophy to the country from October 11–13, 2026, as part of a three-country East African tour.
After over a decade, Ugandans are set to come face-to-face with one of football’s most coveted symbols, transforming the excitement of the Premier League from something experienced on screens every week, into a once-in-a-lifetime experience. Across three days, Guinness will bring together the energy of matchday, the power of music and the richness of Ugandan culture in a celebration designed to make the Trophy’s presence an unforgettable moment for fans.
The visit comes as Guinness, the Official Beer of the Premier League, continues to deepen its connection with football fans across Uganda. Through Guinness Matchday and Guinness Matchday on Tour, the brand has taken the Premier League experience beyond the pitch, creating spaces where fans can come together, celebrate their teams and share in the moments that make football more than a game.
Now, Guinness is taking that experience further. Under its Lovely Day for Guinness campaign, with We Are Extra defining its football expression, the brand is bringing the Premier League Trophy closer to the fans who have made football a defining part of their lives.
The Trophy Tour will arrive in Uganda following a visit to Tanzania and prior to going onto Kenya. The Ugandan leg will feature a series of fan experiences, entertainment and activations across Kampala and Entebbe. The programme will also include engagements with key stakeholders and selected tourism sites, bringing together football, music, culture and the country’s hospitality in a celebration of Uganda’s love for the Premier League.
For Guinness, the arrival is an opportunity to give fans something beyond the usual matchday: a chance to stand in the presence of the Trophy, share in the excitement with fellow supporters and experience the kind of extraordinary football moment that makes a Lovely Day for a Guinness.
Speaking about the tour, Senior Brand Manager at Uganda Breweries Limited, Denise Paula Nazzinda, said:
“Football in Uganda is a passion that brings people together, creates friendships and gives us moments we remember long after the final whistle. Through Guinness Matchday, we have seen what happens when we give fans a place to celebrate that passion, and this time, we are going Extra.
We want to make the tour a moment that fans will never forget. We are bringing the Trophy closer to the people who live and breathe this game, creating experiences that celebrate the football, the music, the culture and the extraordinary energy of our fans. It is our way of giving them the ultimate matchday experience and making this a truly Lovely Day for a Guinness,” Nazzinda said.
The Premier League Trophy tour will build on Guinness’ growing football platform in Uganda, extending the brand’s commitment to creating meaningful experiences for fans and celebrating the culture that surrounds the game.
With the Trophy’s first-ever arrival, Guinness is inviting Uganda to go Extra in its celebrations, bringing the excitement of the Premier League into the heart of the country and giving fans a moment worthy of their passion.
