This study examined the effect of business partnerships and strategic alliances on the performance of Coca-Cola Beverages Uganda Limited. The objectives were to analyse how distribution partnerships influenced sales performance, to determine the effect of supplier alliances on operational efficiency, and to assess the impact of government-private sector partnerships on market expansion. A mixed-methods research design was employed, combining a structured survey of 95 employees, distributors, and alliance partners with in-depth interviews of 12 senior managers. Quantitative data were analysed using descriptive statistics and regression analysis, while qualitative data were subjected to thematic analysis. Findings revealed that distribution partnerships had a significant positive effect on sales performance (β = 0.456, p < 0.001), supplier alliances significantly enhanced operational efficiency (β = 0.371, p < 0.01), and government-private sector partnerships positively predicted market expansion outcomes (β = 0.318, p < 0.05). The study concluded that strategic partnerships and alliances were central to Coca-Cola Beverages Uganda Limited's competitive performance, enabling market penetration, supply chain optimization, and regulatory facilitation. Recommendations included formalizing partnership governance structures, investing in joint capacity building initiatives, and diversifying supplier alliance portfolios to reduce concentration risk.