In the first ad to ever run during a regular season game, Diageo is promoting Crown Royal whisky during tonight’s season opener on NBC between the Chiefs and Patriots.
The NFL lifted its ban on liquor ads earlier this year, but spirits marketers have a lot more hurdles than beer marketers.
The number of 30-second liquor ads allowed per game is capped at four, with a limit of two ads in any quarter or within halftime, according to the rules. Spirits ads are also prohibited from having a football theme, and must carrying a “prominent social responsibility message,” according to regulations spelled out by the league in early June.
You can see the ad here.