Free Beer Tapped as Football’s Jaguars Seek Ticket Boost

The Jacksonville Jaguars, third worst in National Football League attendance this year, offered two free drinks for every ticket purchased in an attempt to boost ticket sales for their Sept. 29 game against the Indianapolis Colts.

The National Football League team said on its website that the offer, which ran until noon today, included “water, soda and BEER!” The promotion is sponsored by Anheuser-Busch InBev NV (ABI)’s Bud Light brand.

Dan Edwards, a spokesman for the Jaguars, said the team doesn’t disclose sales figures related to promotions.

“The response on this was OK,” Edwards said in a telephone interview. Team officials aren’t concerned that the promotion could cause an increase in alcohol-related incidents during the game, Edwards said.

“The servers are properly trained to serve responsibly,” he said. “People can always buy beer at the game anyways.”

The average price for beer at a Jaguars’ game is $7, according to a Team Marketing Report study. Because it was a local promotion only, the Jaguars aren’t required to receive league approval, Edwards said.

The Jaguars have lost their first three games this season by a total score of 92-28, including a Sept. 22 loss to the Seattle Seahawks 45-17.

Jacksonville ranks 30th out of 32 teams in the NFL in attendance this season, drawing 59,416 to their season-opening loss to the Kansas City Chiefs. The meeting with Indianapolis will be their second home game of the season. Only St. Louis (55,279) and Oakland (49,400) have drawn fewer fans for their lone home games this season. The Jaguars’ stadium can hold as many as 82,000 fans for large events such as the Super Bowl.

To contact the reporter on this story: Michael Buteau in Atlanta at mbuteau@bloomberg.net

To contact the editor responsible for this story: Michael Sillup at msillup@bloomberg.net

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