Through a MillerCoors promotion, soccer fans had the chance to prove their passion for the game by getting Miller Time-related designs buzzed into their hair to win tickets to a 2013 CONCACAF Gold Cup game. Consumers of legal drinking age had to rally three of their friends to join them for the haircut to be eligible to win. The first eight participants received VIP tickets, and the next 20 fans who showed up earned general admission tickets.