IKEA Alsulaiman and Memac Ogilvy Dubai turned one of football’s most eye-catching moments into a discount-earning opportunity. While defending a free kick, often times a player will lie flat on the ground hoping to block a low attempt. Their posture is reminiscent of someone relaxing on a sofa. So IKEA took the opportunity to allow fans to cash in on this tactic. When a player lies flat while defending a free kick during the FIFA World Cup, fans can unlock a flat discount on IKEA sofas. The size of the discount? It all depends on the kit number of the player lying flat.