There are NFL rules that prohibit current players from advertising alcohol, but Kansas City Chiefs star Patrick Mahomes appears as the face of a brand new Coors Light ad campaign that will be buried for decades to come.
Earlier this week, the brand took to Instagram to debut the ad spot and doubled down on this campaign by publishing two more posts over the following days. Due to the fact that social media platforms do not allow advertising of alcohol, the brand published the posts organically.
According to a Coors Light spokesperson, the goal was to create something truly unique and memorable for this campaign. Given Patrick Mahomes’ contractual restrictions with beer, they decided it would be fun to produce a commercial that can’t be shown immediately and instead will be kept safe in a time capsule until the appropriate time to release it.
NFL fans and marketers speculate that the ad will be released upon Patrick Mahomes’ retirement. However, the financial agreement between Coors Light and Mahomes has not been disclosed. Coors Light aims to reach both football fans and beer enthusiasts, and it is anticipated that many of Mahomes’ friends in the league will also be interested in the campaign.
“Patrick has been a long-time fan and partner of Coors Light. Over the years, he has shown an authentic and genuine love for our beer which is what makes this partnership so special, including two previous campaigns,” said a Coors Light spokesperson.
NFL players are prohibited from endorsing beer or alcohol-related products, which means they cannot participate in commercials for some of the nation’s most famous alcohol brands. In addition, Death Wish Coffee has taken a risky approach with its NIL college football players on its campaign last year without ever showing their faces, as consuming too much of the drink would violate league regulations concerning performance enhancement.
“The NFL alcohol policy for players is pretty clear, current players can’t endorse alcohol products. So, that’s exactly what we’re doing—following NFL guidelines and burying our commercial in a time capsule,” said a Coors Light spokesperson.
This isn’t the first time Patrick Mahomes and Coors Light have worked together. Coors Light branded its beverages as the world’s most refreshing bear with Mahomes as the spokesperson last year. Instead of releasing a spot now, the brand is placing it in a time capsule until Mahomes’ retirement.
“What Molson Coors is doing with its ad campaigns is daring, amusing and fascinating. Despite the fact that NFL players are prohibited from promoting alcohol, the company has found a way to do it again,” said Scott Krady, Founder and CEO of the startup PR boutique Magnitude.
