The Iowa offense cost X-Golf in Cedar Rapids a few hundred dollars in beer sales by failing to score against Michigan.

Ahead of the Big Ten Championship Game, X-Golf posted to its Facebook page that it would be offering free beer until Iowa scored, the game ended or bay time ended. At the end of the game, Iowa had not scored any points.

Michigan’s 26-0 win over Iowa is estimated to have cost X-Golf about $500 in free beer. The Athletic reported there were about 100-200 free beers poured, with KWWL putting the total at roughly 120 beers.

While $500 is a notable hit for a Saturday night, X-Golf’s beer drinkers presumably made other purchases. The promotion also led to lots of free advertising for the establishment, going viral on social media and getting a shoutout on ESPN’s College GameDay.

Iowa next plays in the Citrus Bowl against Tennessee. No word on any X-Golf promotions for the final game of Brian Ferentz’s tenure as offensive coordinator.