The Jacksonville Jaguars have turned to frosty cold beer to get fans into the stadium.

The team posted the following tweet on Thursday morning:

Looks like we missed the deal, as it was only for two hours this morning. Sorry, Beer Lovers of Jacksonville.

Two free beers at an NFL game actually isn’t a small amount of cash. Jacksonville’s beer costs fall somewhere in the middle of the ranking of NFL stadiums’ beer prices, and as anyone who has been to an NFL game lately can tell you, the average cost of beer isn’t cheap.

The Jaguars are most likely looking to avoid a local TV blackout, as a failure to sell out the stadium will enact that, per the NFL’s rules. Marketing 101 right there: When in doubt, free beer.

(Thanks to Eye on Football for sharing.)