World Cup mania is about to begin and that means one thing: it’s a social media branding opportunity! On Friday, in time for the first kickoff, Bing is going to release a World Cup badge on Foursquare which can be unlocked by people who follow Bing on the service.

The badge, which is a Bing soccer jersey (see leaked image), will be tied to bars and other venues in select U.S. cities such as New York, Atlanta, Las Vegas, San Francisco, and Seattle where fans will gather to watch the games. Some of the bars and restaurants will also have tips, which will come from Thrillist, and people who follow Bing and check into those places may be offered specials regardless of whether they earn the badge