Two men married this week in New Zealand not for love but for tickets to the Rugby World Cup.

The men, heterosexual best friends Travis McIntosh and Matt McCormick, tied the knot on Friday at Eden Park stadium in Auckland, New Zealand before a crowd of roughly 60 people.

The ceremony was part of radio station The Edge's “Love You Man” contest. More than 200 “bromances” entered for a chance to win tickets to the 2015 Rugby World Cup.

The stunt drew criticism from conservatives and gay rights activists alike, The Canberra Times reported.

“This is two straight men who have done a wonderful job of trivializing marriage on their own,” said Shelly Argent, a spokesperson for Parents and Friends of Lesbians and Gays (PFLAG). “I hope it takes them quite a while to get the marriage annulled.”

“This competition makes a mockery of marriage, but so did the redefinition of marriage,” said Bob McCoskrie of the conservative group Family First. He described marriage equality as “an arrogant act of cultural vandalism.”

McCormick, 24, told the Otago Daily Times that he and McIntosh, 23, were “not here to insult anyone.”

New Zealand lawmakers last year approved a law allowing gay and lesbian couples to marry.