Kansas City Chiefs quarterback Patrick Mahomes recently filmed a Coors Light commercial that fans will have to wait to see—until he retires from professional football.
A Unique Marketing Loophole
In a nearly two-minute video released on June 26, 2024, Mahomes is seen atop a train moving through snowy terrain, with a dramatic score building the suspense. As Mahomes stands triumphantly, he shouts, “Looks like we’ve got company!”
However, the ad takes an unexpected twist when a producer yells, “Stop shooting! Turn the cameras off! Kill the fan,” and walks up to Mahomes, informing him that due to NFL regulations, active players cannot promote alcoholic beverages. She points to a bolded rule in the contract, saying, “No player shall be allowed to promote a beer while they play professional football, no matter how cool and high stakes it is.”
“Wait, so that’s it? This was supposed to be my big break?” Mahomes asks, clearly deflated.
The Time Capsule Solution
Not to be discouraged, the set’s crew suggests locking the commercial away in a time capsule to be unearthed once Mahomes is retired, when the rules no longer apply. The video ends with Mahomes humorously burying the time capsule, setting up an intriguing mystery for future fans.
Coors Light’s marketing team got plenty of praise for this creative workaround, with fans flooding social media to express how brilliant and funny the idea was. One YouTuber even joked, “I literally just laughed out loud at work!” Another fan added, “THIS is making great ideas to sell your beer.”
Mahomes’ Past Coors Light Appearances
This isn’t the first time Mahomes has worked with Coors Light despite the NFL’s strict policies. In 2022, Mahomes appeared in a Coors commercial, but instead of promoting the drink, he was promoting a Coors flashlight. Then, in 2023, he starred in another Coors Light ad that featured a Coors Light bear—a character not tied to the actual product.
Looking Ahead to the New Season
As Mahomes gears up for the 2024-2025 NFL season, which begins with a September 5 matchup against the Baltimore Ravens, his ongoing partnership with Coors Light shows no signs of slowing down. Fans can look forward to future ads—once the time capsule is finally opened after Mahomes’ retirement.
In the meantime, Mahomes continues to dominate the field, all while creating clever marketing moments off the field.