Ten Cent Beer Night

June 4, 1974:

During Ten Cent Beer Night, inebriated Cleveland Indians fans start a riot, causing the game to be forfeited to the Texas Rangers.

Ten Cent Beer Night was a promotion held by Major League Baseball's Cleveland Indians during a game against the Texas Rangers at Cleveland Municipal Stadium on June 4, 1974. The idea behind the promotion was to offer as many 8 US fluid ounces (240 ml) cups of beer as the fans could drink for just 10¢ each ($0.47 in 2012 dollars), thus increasing ticket sales. Ultimately, the game was forfeited to Texas on the orders of umpire crew chief Nestor Chylak because of the crowd's uncontrollable rowdiness, and because the game could not be resumed in a timely manner.
Six days later, Cleveland's Ten Cent Beer Night promotion enticed 25,134 fans to come to Cleveland Stadium for the Rangers/Indians game. The past season's average attendance had been 8,000.
Early in the game, the Rangers took a 5-1 lead.
Meanwhile, throughout the contest, the crowd in attendance, which was already heavily inebriated, grew more and more unruly. A woman ran out to the Indians' on-deck circle and flashed her breasts, and a naked man sprinted to second base as Grieve hit his second home run of the game. A father and son pair ran onto the outfield and mooned the fans in the bleachers one inning later. The crowd was further agitated when Cleveland's Leron Lee hit a line drive into the stomach of Rangers pitcher Ferguson Jenkins, after which Jenkins dropped to the ground. Fans in the upper deck of Municipal Stadium cheered, then chanted "Hit 'em again! Hit 'em again! Harder! Harder!"
As the game progressed, more fans ran onto the field and caused problems. Ranger Mike Hargrove, who would later manage the Indians and lead them to the World Series twice in 1995 and 1997, was pelted with hot dogs and spit, and at one point was nearly struck with an empty gallon jug of Thunderbird.
The Rangers later argued a call in which Lee was called safe in a close play at third base, spiking Jenkins with his cleats in the process and forcing him to leave the game. The Rangers' angry response to this call enraged Cleveland fans, who again began throwing objects onto the field.
In the bottom of the ninth, the Indians managed to rally and tie the game at five runs apiece, and had Rusty Torres on second base representing the potential winning run. However, with a crowd that had been consuming as much beer as it could for nine innings, the situation finally came to a head.
After the Indians had managed to tie the game, a fan ran onto the field and attempted to steal Texas outfielder Jeff Burroughs' cap. Confronting the fan, Burroughs tripped.
Texas manager Billy Martin, thinking that Burroughs had been attacked, charged onto the field, his players right behind, some wielding bats. A large number of intoxicated fans – some armed with knives, chains, and portions of stadium seats that they had torn apart – surged onto the field, and others hurled bottles from the stands.
Realizing that the Rangers' lives might be in danger, Ken Aspromonte, the Indians' manager, ordered his players to grab bats and help the Rangers, attacking the team's own fans in the process. Rioters began throwing steel folding chairs, and Cleveland relief pitcher Tom Hilgendorf was hit in the head by one of them. Hargrove, involved in a fistfight with a rioter, had to fight another on his way back to the Texas dugout.
Among the Indians players suddenly running for their lives was Torres. In his career, Torres wound up seeing three big-league baseball riots close up; he was with the New York Yankees at the Senators' final game in Washington in 1971 and would be with the Chicago White Sox during the infamous Disco Demolition Night in 1979.
The bases were pulled up and stolen (never to be returned) and many rioters threw a vast array of objects including cups, rocks, bottles, batteries from radios, hot dogs, popcorn containers, and folding chairs. As a result, umpire crew chief Nestor Chylak, realizing that order would not be restored in a timely fashion, forfeited the game to Texas. He too was a victim of the rioters as one struck him with part of a stadium seat, cutting his head.^. His hand was also cut by a thrown rock. He later called the fans "uncontrollable beasts" and stated that he'd never seen anything like what had happened, "except in a zoo".
As Joe Tait and Herb Score called the riot live on radio, Score mentioned the lack of police protection; a riot squad from the Cleveland Police Department finally arrived to restore order.
Later that season, the team's promotion of three additional beer nights was changed from unlimited amounts to a limit of four cups per person. American League president Lee McPhail commented, "There was no question that beer played a part in the riot."

That is a classic failed promotion.  10 cent beer all night long? In Cleveland?  What could possibly go wrong?