D.G. Yuengling & Son, Inc. (Yuengling) and DraftKings teamed up for the launch of a custom college basketball contest series.

Yuengling announced the return of its fan-favorite contest series with DraftKings. The series kicked off with March hoops, with DraftKings naming Yuengling the executive sponsor for the Yuengling Bracket Battle, which runs throughout March Madness. Eligible fans had the opportunity to make (free) picks at the beginning of the tournament. They could then compete for the top prize of $60,000 cash. Furthermore, fans could take part in the college basketball action eight times throughout the series with the exclusive (also free-to-enter) Yuengling Bracket Pick’em contest series for a chance to win up to $40,000 in prizes.

In addition to the series, Yuengling rolled out a unique, co-branded look with DraftKings-branded point-of-sale items across Yuengling’s 23-state footprint.

Fans could also find special, so-branded Yuengling and DraftKings aluminum cups at various bars and restaurants. Each cup contained a Snapchat code on the side that unlocked a fun Yuengling-branded basketball lens and how to enter the Yuengling Bracket Battle.