Or, it would be a violation, if Mahomes hadn’t hilariously circumvented rules that would otherwise bar his appearance. As it stands now, he merely is promoting the new Coors Light, a stainless steel flashlight (which has suspiciously similar descriptions to Coors Light, the beer).

Here is the ad, which describes the product as coming in sizes of 12 or 16 fluid ounces, is “great for summer nights” and has “high-quality steel so it feels as cold as the Rocky Mountains — to use a random analogy.”

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There you have it. It’s a flashlight, not a beer, as Mahomes said in a humorous news release:

“This summer I’m excited to team up with Coors Light again to debut ‘The Coors Light,’” Mahomes said. “It’s a legit flashlight. It’s made with high-quality steel. So it feels cold like the Rocky Mountains.”

The company will actually release a limited number of flashlights every day at 10 a.m. ET from Wednesday through Friday. The flashlights cost $15 — the same number as Mahomes’ Chiefs jersey — at TheCoorsLight.com. Proceeds will go to the “15 and the Mahomies Foundation,” so the ad will result in some real-world good while working to promote Coors Light.

Chris Steele, Coors Light’s senior director of marketing, told Forbes the entire ad was based on wordplay, which technically allowed Mahomes to endorse the brand, if not the beer.

“It’s a play on words. We love the pun,” Steele told Forbes. “It’s a way for him to have a fun, little campaign with Coors Light while still following all the rules."

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Of course, all of this shirking of rules is necessitated on the NFL’s rules regarding player appearances in beer and liquor ads.

The league has strict guidelines when it comes to players appearing in beer ads, which the league only began allowing in 2019 following three straight seasons of year-over-year decline in TV viewership. Here are the rules, per a 2019 report from morningconsult.com:

Only active players can appear in ads. Advertisements can’t imply players are endorsing a product (this is the rule Mahomes circumvented to appear in the Coors Light ad). Brands must use a minimum of six players if multiple players appear in an ad. Brands are required to have an existing sponsorship (or sign a sponsorship deal) with any player’s respective team at the time.

All of this resulted in the humorous Coors Light ad — which, remember, is for a flashlight. Not a beer.