Domino’s is planning a promotion this summer that links free pizza to the outcome of FIFA World Cup matches. The chain says it will give away up to $1 million worth of pizza in the United States during the tournament, which kicks off next month.
The offer is tied to penalty kicks. When a penalty is called during select high-profile matches, Domino’s will release a code through its website and app. The first customers to claim the code can redeem a free medium two-topping pizza. Details on the exact matches and timing have not been finalized, but Domino’s states that codes will be limited and distributed on a first-come, first-served basis.
The promotion is scheduled to run throughout the tournament this summer. World Cup matches will be played at MetLife Stadium and several other U.S. venues, with fans expected to gather at local bars and restaurants throughout the city. Domino’s expects increased demand for delivery and carryout on game days, especially when matches are scheduled in the early afternoon and evening on weekdays.
A Domino’s spokesperson said the company is preparing for higher-than-normal order volumes and recommends that customers watch social media and the Domino’s app for announcements. The chain’s decision to tie giveaways to in-game drama comes as several brands look to capitalize on the World Cup’s presence in the U.S. this season.