Raise Your Scarf!

The world soccer championship is one of the biggest and most exciting international tournaments out there.

The SportsTV Guide is proud to partner up Heineken® to bring sports bar operators a single destination for all your international soccer tournament needs.

Check back all month long for new soccer tournament content, specially designed for sports bars and sports-themed restaurants looking to score with this summer’s international soccer extravaganza. You’ll find everything from how to market the international tournament to your guests to building great soccer promotions. You’ll also find a complimentary copy of the 2018 Soccer World Tournament TV schedule, so you & your staff can make sure your guests never miss a second of the action.

And don’t forget to sign up for Heineken’s RAISE THE SCARF promotion, perfectly engineered to drive excitement and beer sales to your locations.


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.

Download Your 2018 World Cup TV Schedule – Knockout Round

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Soccer Marketing Content

The One Soccer Promotion Every Bar Should Run During the World Cup

The 2018 World Cup in Russia is here and the Raise the Scarf promotion by Heineken is the one soccer promotion every sports bar should this summer. It’s free to run, simple for your guests to achieve, and provides all-around increase value to your business.

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