Beer Meets Ketchup in Limited-Edition World Cup Collab Between Heineken and Heinz

(Photo: Heineken)

Two of the world’s best-known “Hein” brands are joining forces for a merch drop that promises to splatter beer and ketchup across World Cup festivities.

On Tuesday, Heineken and Heinz unveiled a co-branded soccer jersey that blends the brand’s red and green color schemes with a splash of white lettering. The jersey is not officially associated with any particular team, though it doesn’t take much imagination to see that it bears an uncanny resemblance to Mexico, Morocco and Portugal’s colors (or, if you squint your eyes hard enough, possibly even Algiers and Switzerland).

Fans of Heineken, Heinz or any of the above teams are invited to enter the sweepstakes running from now until July 7. 100 jerseys are slated to be given away to participants in the U.S., and there are a handful of ways to apply. Fill out your contact information on the brand’s website, comment on an Instagram post or participate in a mobile instant-win game experience with a digital “scratch off” reveal.

It’s the latest release in a wholly unexpected partnership between the Dutch brewer and the totemic American food company. Earlier this month, the brands teamed up for a limited-edition six-pack featuring five Heineken beers and one bottle of Heinz Tomato Ketchup.

We’re not exactly sure what the companies had in mind with all of this, but if they’re giving away free jerseys, who are we to complain?

“Heineken has always been about sparking fresh connections,” Nabil Nasser, Global head of Heineken, remarked in a news release. “This collaboration is a reminder that even the most unlikely pairings can feel completely natural when they’re part of shared moments – it’s the match we’ve all been waiting for… as unexpected as it might be.”