NFL rules prohibit players from drinking or endorsing beer in commercials or advertisements, but Kansas City Chiefs quarterback Patrick Mahomes has found a loophole.
Mahomes recently partnered with Coors Light, but instead of promoting an alcoholic beverage, he instead promoted a Coors Light Bear. It was the second time in as many years that Mahomes exploited the workaround, appearing in another Coors Light commercial in July of last year to promote a Coors (flash) Light.
It’s always a good time with Coors Light Bear. Refreshing. Great with friends. And undeniably just a Bear. A great Bear.
— Patrick Mahomes II (@PatrickMahomes) June 15, 2023
Get your Coors Light Bear at https://t.co/zH8fqt9nNl. All proceeds go to @15andMahomies Foundation. pic.twitter.com/o7ikfCUua6
The commercial begins with an acknowledgment of the NFL rules, stating, “Recently, we tapped star quarterback Patrick Mahomes to be in a promo for Coors Light beer. Turns out, we overlooked the fact that he can’t actually promote Coors Light beer.”
The 60-second long spot also includes several lines of alcohol-related innuendo including “Few things are more refreshing on the golf course than Coors Light Bear” and “Coors Light Bear is pure mountain-cold refreshment.”
There’s also a scene where Mahomes places a paper bag over the bear’s head while on the beach, alluding to brown-bagging regulations for the concealment of alcoholic beverages in public.
On the Coors Light website, consumers can purchase a Coors Light Bear golf club cover for $15 with proceeds going to 15 and the Mahomies Foundation, which was established by Mahomes in 2019 to improve “health, wellness and communities in need of resources.”
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