Anheuser-Busch subsidiary Bud Light has unveiled a $10 million promotion.
The effort is designed to boost sales at venues where people tend to consume a lot of beer: sporting events and concerts.
Bud Light has announced it will give away 100,000 tickets to sporting events, and the winners will also receive a free Bud Light at the event.
The campaign is still developing, but Bud says individual sports teams will announce opportunities to win via social media.
The beer maker will also give away an undetermined number of concert tickets.
Sports and concert venues lost billions last year during the pandemic, not to mention the lost alcohol and concession sales for their suppliers.
Anheuser-Busch saw its 2020 revenue drop more than $5 billion over the year prior.