Miller Lite is toasting the return of football season – and with it, the return of watching games with friends – with an unusual promotion.

The beer brand are giving away a set of six championship-style rings adorned with precious gems that unlock free beer when they are close together.  

“A huge part of football season is getting together with your friends, to celebrate those Miller Time moments because we missed them so much last year,” says Alyssa Bush, associate marketing manager for Miller Lite. 

“We have created something unexpected, but unmistakably Miller Lite, to commemorate the ideal Miller Time moment.”

Dubbed the Miller Timeless Collection, the rings feature a glittering can of Miller Lite and are embedded with app-connected technology that unlocks free Miller Lite – for life – when the winner’s gameday crew gathers.

The promotion runs through Oct. 25, will give one winner – and their gameday crew – the one-of-a-kind set of rings, which are made from 10-carat gold and valued at $13,000.

“We’re not just commemorating this year,” Bush says. “With the Miller Timeless Collection, any time this lucky group of friends gets together for Miller Time, they’re guaranteed Miller Lite.”

To enter for a chance to win, fans must snap a picture of their gameday crew, tag @millerlite on Twitter or Instagram with the hashtags #MillerTimelessCollection and #Contest, and write a brief post about why they and their friends deserve the rings and free Miller Lite for life.

Winners will be announced in February.