A bar in Cedar Rapids, Iowa, had a costly Saturday night after a promo for the Big Ten Championship Game backfired.

X-Golf Cedar Rapids, which features golf simulators and a driving range along with a bar and restaurant, offered free beers to fans from 7pm CST on Saturday until Iowa scored its first points in the game. Unfortunately, the Hawkeyes fell to a 26-0 loss after four one-sided quarters.

At 10:52pm ET, nearly three hours after kickoff, ESPN reported that X-Golf had given away ‘around 100 beers so far and are still going.’ 

‘Pour Until Iowa Scores is back tomorrow night!’ the establishment had posted on Facebook on Friday. ‘Book a 7pm Bay Time and receive draft beer at no charge until Iowa scores, the game ends or your bay time ends.’

The Wolverines won their third straight conference title and will enter the College Football Playoff with a 13-0 season record. 

A bar in Cedar Rapids, Iowa, offered free beer until the Hawkeyes scored against Michigan

‘Pour Until Iowa Scores is back tomorrow night!’ the establishment posted on Facebook

Iowa failed to score in a 26-0 loss to Michigan in the Big Ten Conference Championship Game 

X-Golf earned a shoutout from ESPN’s ‘College GameDay’ for their bold promo. Host Rece Davis mentioned the offer after hearing about it. 

Earlier this week, No 16 ranked Iowa’s odds for points total was just 0.5 per half. That was despite the Hawkeyes averaging 4.3 yards per play and scoring 22 touchdowns across 12 regular season games. 

Iowa topped the Big Ten West with a 10-2 record overall and 7-2 record in the conference. 

On the other hand, Michigan were 12-0 overall and 10-0 in the Big Ten prior to Saturday, making them the heavy favorites.