The Zac Brown Band gave every single fan attending its Fenway Park concert a free two-person cruise, calling it the biggest giveaway in music history. Frontman Zac Brown made the surprise announcement mid-show during the band's Love & Fear US Tour stop in Boston on Sunday, saying he wanted to reward the entire audience rather than just a lucky few, and the crowd responded with an eruption of cheers.

The gesture, delivered in partnership with cruise line Margaritaville at Sea, was valued at around $40 million, though the cost was shared with the company rather than falling solely on Brown. Fans were instructed to text a code to redeem their prize, with cruises for two available to book over the following year; Margaritaville at Sea's CEO, Christopher Ivy, praised the collaboration as a fitting tribute to Brown's longtime supporters. The tour had already been handing out four cruises per show, but the Fenway Park event marked a dramatic escalation of the promotion.