The NFL’s Showstopper Does It Again

New Patrick Mahomes Commercial Shines With Creativity

Most NFL fans are used to seeing Patrick Mahomes perform the impossible when he’s on the field. From his no-look passes, scrambles out of the pocket, and willing the Kansas City Chiefs to a Super Bowl, Mahomes has emerged as one of the biggest stars the NFL has ever seen. In the thick of the NFL offseason, Mahomes still finds a way to make headlines. Similar to how his creativity on the field catches the eyes of fans near and far, this latest brand partnership has taken his out-of-this-world abilities off the field.

Patrick Mahomes has partnered with Coors Light in a commercial selling the “Coors Light”, a Coors Light branded flashlight. What seems like a harmless commercial focused on a flashlight instead of actual Coors Light products (beer) is actually a creative genius at work. Due to NFL restrictions, no player can directly endorse beer - and it was only in 2017 that the league permitted players to use their image and likeness to endorse alcohol, seltzers, and wines. What this commercial does is walk the tight line of the NFL restriction, and pokes some fun along the way:

In the commercial, many references are made to Coors Light beer, from Mahomes taking the flashlight out of the fridge, to the light’s ‘12 or 16 fluid ounce’ capacity. The commercial also makes it clear that the flashlight is 0% beer. All proceeds from sales of the Coors Light flashlight go towards Mahomes’ “15 and the Mahomies foundation”, and the commercial also refers to the brand’s catchphrase of being as cool as the Rocky Mountains.

Ultimately, this commercial has all the ingredients of a powerful athlete-brand partnership. Not only does it scream innovation, but it also delivers in a way that makes a statement. This form of guerilla marketing allows a brand like Coors Light to collaborate with NFL athletes when barriers between the brand and the athlete exist. The charitable angle also creates a genuine connection between the athlete’s endorsement of the brand, a win-win for the athlete and the fans who support them.

As Molson Coors enters the NFL space once again after 33 years of being shut out by Anheuser-Busch, who had exclusivity in Super Bowl advertising, the company has made a splash before the NFL season has officially kicked off. With almost 7 months to go until fans will see the brand activate at the Super Bowl, this commercial with Patrick Mahomes is sure to flash a bright light on their presence in the living rooms of NFL fans all over - who wants a cold one?

July 15, 2022 - Issue 47 of The Sport Marketeer