On Friday night, Phoenix Rising won their 10th consecutive game, tying FC Cincinnati’s 2018 record for consecutive league wins. And yet it was another streak that garnered much of the post-game buzz. By beating Austin Bold at home, Phoenix extended their win streak on dollar-beer night to 12 matches.



Phoenix launched dollar-beer night in 2017 as a way to get fans out to midweek matches. Sam Doerr, the club’s vice president of marketing and sales, never imagined the promotion might become a competitive advantage.



“Wednesday night games are tough to sell in the USL,” Doerr said after Phoenix’s most recent victory, “and ASU (Arizona State University) is right over there, so we figured ASU students and dollar beer could be a big hit.”



The idea came midway through the 2017 season, after a Wednesday-night game against Orange County that drew just 4,536 fans, well below the 6,200-seat capacity of Casino Arizona...