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Jim Beam launches campaign celebrating missed NFL kicks this season

Yahoo Sports • 1 min read • Latest: Oct 9, 2026, 11:29 AM

Last updated Oct 9, 2026

Jim Beam launches campaign celebrating missed NFL kicks this season

Summary

Jim Beam introduces its 'Hit The Beam' campaign, teaming former NFL kicker Kai Forbath with comedian Ben Marshall. The initiative rewards fans when a field goal attempt strikes the goalpost, offering chances to win an 85-inch television. Fans can participate throughout the NFL season at hitthebeam.com. The campaign highlights the humorous side of football fandom, despite the stigma around missed kicks. Limited-edition bottles featuring NFL teams will also be available at select retailers.

Source Links

Yahoo Sports

By the Numbers

•Forbath partners with Marshall for the 'Hit The Beam' campaign.
•Fans can win TVs every time a kick hits the goalpost.
•The campaign will run throughout the NFL season.
•Limited-edition bottles celebrating NFL teams are available.
•The term 'doink' has roots going back to the 1980s.

Latest Updates

11:29 AMYahoo Sports — Jim Beam Gives Football Fans A Reason To Celebrate The Doink

What they're saying

"
Former kicker Kai Forbath and comedian Ben Marshall team up for Hit The Beam, a new campaign that turns NFL kicks that bounce off the goalpost into chances to win.
— Yahoo Sports

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