NEW YORK – Bud Light is celebrating passionate NFL fans with limited-edition "Strike Gold" Super Bowl-themed packaging. And here’s the kicker (pun intended): Randomly seeded in select packs are gold Super Bowl 51 cans, and when found, the cans give consumers the opportunity to enter for a chance to win tickets to attend the Super Bowl each year for the rest of their life (up to 51 years).

The Super Bowl 51 promotion began November 28 and will run until January 13, with a total of 37,000 gold cans being sold in 18-, 24- and 30-packs of Bud Light across the United States (except in California).

Finding a gold Bud Light can is the first step, so for consumers to have a shot at Super Bowl tickets for life, they must follow these steps:

• Purchase special-edition packs of Bud Light for the chance to find a gold can, or visit BudLight.com to download and print a gold can wrap.
• Enter the sweepstakes by taking a picture with the gold can and posting the sweeps hashtags (#SBTix4Life and #Sweeps) on Facebook, Instagram or Twitter and/or on BudLight.com.
• Six weekly winners during the promotional window will be selected to win a pair of season tickets to their favorite NFL team.
• One grand prize winner will be selected to win a pair of Super Bowl tickets for life the week of January 16, 2017.

"Most NFL fans likely won't see one Super Bowl in their lifetime, so we figured what better way to reward one of the NFL's biggest fans than by giving him or her tickets to the big game for the rest of their life?" said Anna Rogers, director of NFL partnerships and strategy, Anheuser-Busch.