Heineken, the official beer sponsor of the MLS, is leveraging their soccer authority to make sure consumers are ready this summer with a guaranteed win. With the U.S. men’s national soccer team out of international competition, American fans are looking to other countries to find a new team to cheer on. Enjoyed in 192 countries, only Heineken has the international renown to help fans put their faith in another country’s team.

How the promotion works

Guests who buy any four bottles or draught beer of Heineken at participating sports bars and sports-themed restaurants can text a key word to 85500 to receive a link to a special microsite to scan their receipt. With that, they receive a limited-edition Heineken, country-customized soccer scarf, with 10 countries to choose from. In states where purchase of Heineken cannot be purchased, consumers can purchase the scarf and still be part of the action.

Fully integrated soccer-themed POS

Heineken will provide participating locations with an array of marketing & merchandising materials to catch guests attention and drive excitement for the tourney and beer sales. The soccer-themed POS includes:

• Table tents
• Banners & posters to drive visibility and engagement
• Staff training for soccer viewing parties
• Social media templates

National media, part of Heineken’s on-going support for soccer, will drive awareness of the summer promotion and drive traffic to the retail outlets.