NFL players are prohibited from appearing in commercials or advertisements drinking beer or directly endorsing a beer. Only in 2019, NFL players were allowed to have their likeness appear in beer ads.
However, Patrick Mahomes and Coors Light have partnered up in a clever way to advertise the beer company without actually having the Super Bowl champ drink or endorse beer. In Coors Light’s latest commercial featuring the Kansas City Chiefs quarterback, Mahomes is endorsing a Coors Light flashlight–yes you’re reading correctly–and not their alcoholic beverage. The commercial plays on the fact that Mahomes being an NFL player can not actually endorse their beer as its shown on screen and via a voiceover, “This summer, we tapped star quarterback Patrick Mahomes to be in a promo for Coors Light. Turns out, we overlooked the fact that he can’t actually promote Coors Light.”
The commercial goes on to describe the flashlight Mahomes is promoting using similar jargon as the alcohol brand would describe their beer, “high-quality steel so it feels as cold as the Rocky Mountains.”
The quarterback shared the spot on Twitter writing, “Introducing The Coors Light.”
Check out Mahomes’ tweet below: