The 2026/27 Premier League season has kicked off, and Ugandan fans are already back to their usual weekend routine of football, banter and heated club debates.

The opening Matchday has delivered plenty to talk about, with Manchester United suffering a shock 2-0 defeat to newly promoted Hull City, Tottenham losing 3-0 to Brentford, Liverpool drawing with Newcastle in dramatic fashion, and Manchester City securing a late win over Bournemouth.

For Ugandan supporters, however, the Premier League is about more than the results. It is also about meeting friends, wearing team colours, watching games together and debating every goal and decision long after the final whistle.

Guinness, the Official Beer of the Premier League, has tapped into that passion through its Matchday experiences across Uganda.

During the opening weekend, Guinness hosted fan activations at several venues, including Millennium Grounds in Lugogo, Kampala, and Rwenzori Square in Kasese. The events featured live entertainment, music and fan engagement alongside the Premier League action.

“We know how passionate Ugandan fans are about the Premier League. You see it in how they show up for Matchdays in their team colours, the banter and the way people plan their weekends around the big games,” said Denise Nazzinda, Guinness Brand Manager at Uganda Breweries Limited.

“With our Matchday experiences, we want to add to that, bringing fans together with the football, entertainment and the atmosphere that makes a good game even better.”

Nazzinda said the activations are designed to make the matchday experience more memorable for supporters.

“With our Matchday experiences, we want to add to that, bringing fans together with the football, entertainment and the atmosphere that makes a good game even better,” she added.

The campaign is part of Guinness’ “Lovely Day for a Guinness” platform, which seeks to turn ordinary football weekends into shared experiences for fans.

The opening Matchday concludes tonight when Chelsea visit Fulham, but the Premier League action will continue for another 37 Matchdays.

Guinness says it will continue taking its Matchday activations to different outlets and parts of Uganda throughout the season, giving fans more opportunities to enjoy the football together.