Clermont, KY – September 15, 2026 -- Jim Beam is rewarding fans every time an NFL kicker clangs a field goal off the goalpost, launching a season-long sweepstakes tied to the sound known as the "doink."
The "Hit the Beam" campaign debuts today ahead of the NFL season kickoff game, with a spot featuring comedian Ben Marshall coaching former NFL kicker Kai Forbath on how to intentionally miss and hit the upright instead of clearing it.
Every missed kick becomes a chance to win an 85-inch TV
Throughout the regular season, each time a kick strikes the goalpost, fans get an entry into a weekly drawing for an 85-inch television, with up to five TVs given away per week. Winners are chosen at random based on how many doinks occur that week; if no kicks hit the post, entries roll over to the following week.
Fans can register starting September 9 at Hitthebeam.com, and entries that don't win remain eligible for future weekly drawings during the sweepstakes period. Entrants must be 21 or older, and full official rules are posted on the site.
Forbath spent his career avoiding the very target he now aims for
"I spent my entire career trying to put the ball between the beams, so being told to aim for one was definitely a first," said Kai Forbath, who noted that hitting the goalpost on purpose proved harder than expected.
Ben Marshall, playing Forbath's unqualified coach in the ad, said Jim Beam is reframing a moment that usually draws jeers into one fans can celebrate together.
Jim Beam ties the promotion to three NFL franchises with limited-edition bottles
As an official partner of the Seattle Seahawks, Dallas Cowboys and Kansas City Chiefs, Jim Beam will release limited-edition bottles celebrating each team, available at select local retailers during the season.
Regan Clarke, VP of American Whiskey at Suntory Global Spirits, said the campaign reflects Jim Beam's approach to game day: when a kick hits the beam, fans of any team can raise a Jim Beam and Lemonade together.
The campaign will run across CTV, digital and social platforms including Meta, TikTok, Reddit and YouTube for the duration of the regular season.