The guidelines that the NFL imposes on its players are becoming increasingly strict.
That’s because every season something new happens and the league decides to tighten the rules.
It used to be very common for players to star in alcohol commercials promoting a brand they liked.
However, in order to preserve the integrity of the sport, the NFL has banned any active player from publicising and encouraging the purchase and/or use of any alcoholic beverage.
With this in mind, many athletes are circumventing the new regulations and devising strategies to take part in advertising campaigns so as not to break the rules.
Patrick Mahomes’ marketing strategy
Kansas City Chiefs quarterback Patrick Mahomes has developed a unique connection with Coors Light, a renowned brand in the beer industry.
In an ingenious move, Mahomes starred in a secret commercial for Coors Light, which is destined to be a buried treasure until his retirement from American football.
In the ad, Mahomes is seen in action on Coors Light’s “Chill Train”, a train that crosses icy landscapes, playing a role worthy of an ‘agent’.
During the shoot, the quarterback is abruptly interrupted by a producer from the brand, who reminds him of the rigorous NFL policies that actively prohibit players from promoting alcoholic beverages.
Aiming not to get into trouble with the league, the QB’s team came up with a cunning solution: bury the entire commercial in a time capsule, waiting patiently for the day when Mahomes is retired and can officially embrace his position as a Coors Light ambassador.
To complement this collaboration, Coors Light has released a bobblehead doll called “Redatrick”, a fun creation that captures the essence of Mahomes, without directly revealing his identity.
Proceeds from sales of this item will go to the player’s “15 and the Mahomies” foundation, a meaningful initiative that aims to support important social causes.
Mahomes’ observations on the commercial
Mahomes’ ability to navigate NFL guidelines while maintaining a prominent presence in advertising is a testament to his wit and excellent marketing team.
The Chiefs’ quarterback gave his mysterious statement about the ad: “Everyone knows I’m a Coors Light guy and this summer we were cooking up something special…unfortunately, you’ll have to stay tuned until the day that we can finally share it with the world.”
On Friday 28 June at 10am CT, the brand will be doing a live stream on its YouTube channel to bury the capsule.