See the First-Ever NFL Regular Season Liquor Ad
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Diageo isn’t wasting time taking advantage of the NFL’s new rules allowing liquor ads. The spirits giant will run a 30-second spot for Crown Royal whiskey as the first ad during the first commercial break of tonight’s season opener on NBC between the Chiefs and Patriots.
While other booze brands bought time during the pre-season, tonight’s ad marks a momentous moment for the liquor industry as the first ad to ever run during a regular season game. The NFL lifted its ban on liquor ads earlier this year, paving the way for booze brands to seize on the high viewership of America’s favorite pro sport. Still, marketers have to navigate a thicket of regulations that don’t apply to beer brands, which have long run ads during games.
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.
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