After Colombia failed to qualify for the 2022 FIFA World Cup, fans of the national squad were down. To bring them back in, the team's biggest sponsor Cerveza Aguila combined two things that fans love — betting and national pride — to create a game within the game that brought fans back in. Before every match, the players line up for the national anthem, seemingly in a random order. So the brand created the Beer Lottery — fans could grab a ticket with a particular number order, and if it matched the player lineup from left to right during the national anthem, they would win their share of $500 million pesos in beer.