As one of the biggest sports stars on the planet, Patrick Mahomes has all kinds of endorsement deals. But you won’t see the Kansas City Chiefs quarterback promoting beer. That’s because the NFL has (complicated) rules that (mostly) prevent active players from endorsing alcoholic beverage brands.
But those rules don’t say anything about flashlights.
That’s how Mahomes came to appear in a 60-second ad spot promoting the “Coors Light”—not the beer, but a flashlight decked out in Coors branding. Get it? Coors, light?
Check it out:
Introducing The Coors Light. Get your The Coors Light at https://t.co/i6C9th3Uyw 🔦🏔 pic.twitter.com/zkmJ88XFcF
— Patrick Mahomes II (@PatrickMahomes) July 13, 2022
“Nothing beats the sturdy feeling of the Coors Light in your hand,” the narrator says in the ad. “The Coors Light is 100% flashlight and zero percent adult beverage. It’s perfect for camping trips or those warm summer nights spent with great friends.”
The Coors Light is also 100% real. The brand made available a limited number of the flashlights—miniature versions of the one seen in the ad—through a series of drops at its online store. All proceeds from the sales went to Mahomes’ charity, 15 and the Mahomies, which works to support children in need.
The flashlights feature the Coors Light logo on one side and the charity’s logo on the other. And batteries are included!
Officially, Coors Light is a beer. Unofficially, it’s a flashlight. pic.twitter.com/PeppEDWqKk
— Coors Light (@CoorsLight) July 13, 2022
Unfortunately for everyone who wants one (but fortunately for Coors Light and 15 and the Mahomies), the flashlights sold out fast. That’s not surprising, considering the “generate hype through limited quantities” nature of today’s drop-centric merch market and the star power of Mahomes.
It’s also not surprising given Coors Light’s track record of clever marketing through merchandise. This is, after all, the brand that’s given us a weighted anti-anxiety hoodie for stressful football games, beer-flavored lollipops and an entire collection of items with built-in beer holders. And that’s just in the last 12 months.
That’s what it takes these days to score a victory in the ever-escalating Beer Merch Wars. But with the Coors Light helping out a worthy cause, everybody wins.
