In case I haven't mentioned it, oh, in the last five minutes, my favorite sport is track and field, and a week from today is the very coolest track meet of them all: the Memorial Van Damme in Brussels, Belgium. Why is this one the best? Because of this (from their website):
Free beer for each new world record
Jupiler Blue offers every single spectator of the crowd of 47,000 a free Jupiler Blue should a world record be broken at the Memorial Van Damme on 14 September 2007. As soon as a world record has been broken the audience can collect their free Jupiler Blue at the bars.
Okay, maybe that's not as great as it sounds. The readers of ratebeer.com didn't speak too highly of Jupiler Blue. But ah, what the hell — free beer is free beer. Unless it's Coors. Even I won't drink free Coors.