Celebrating soccer

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Bedford is celebrating its cultural diversity with a special soccer promotion.

The din in Bedford town on Monday was considerable as dozens of cars sporting Italian flags honked in celebration of their win, thus guaranteeing a place in the last eight in the World Cup. They play Ukraine tomorrow evening.

“Come around to our town” and those wearing a national soccer shirt will be in with a chance of a prize if spotted by a Bluecap town guide.  You need not be wearing an England shirt but any one of the World Cup 32 national football shirts to be given a “yellow card”  by a Bluecap.

Entrants go through to the next round of the contest, a prize draw, where there are 32 prizes ranging from a Plasma Screen TV or premiership football tickets to local shopping vouchers.

The promotion has been organised by the BedfordBID, a pioneering organisation through which businesses pay a levy to raise £500,000 a year to finance activities to put the town on the map.

Said Executive Director Mo Aswat:

“People say you cannot get away from the World Cup so we thought if you can't beat ‘em join ‘em and let's have a promotion which celebrates the multiculturalism of the town. We have more than 100 different nationalities here and expect people to be wearing their national shirts as the competition heats up".