Since the NFL doesn’t permit its active players to endorse alcoholic beverages, Coors Light has once again come up with a clever work-around promotion.

“This was another fun campaign with the MVP himself,” Marcelo Pascoa, vice president of marketing for Coors Family of Brands, said via email.

In last summer’s ad, Kansas City Chiefs quarterback Patrick Mahomes promoted a Coors-brand flashlight called “The Coors Light” instead of Coors Light.

Well, this year, Coors Light came up with another amusing play on words. On Thursday morning Mahomes introduced the “Coors Light Bear.”

As part of the video commercial, which runs across Coors Light social channels and YouTube, Mahomes watches TV with the bear, golfs with it, goes to a house party with it, goes to the beach with it and grills with it.

Rather than use a CGI or realistic-looking bear, the video features a campy-looking bear resembling a cheesy high school mascot.

“We wanted to show Patrick and Bear as best buds,” Pascoa said, “and also a bear that anyone would want to hang out and chill with.”

While serving the bear some food off the grill at the end of the spot, Mahomes, who clearly has become quite comfortable as a corporate pitch man, ad-libbed a line, saying, “Here you go, my man.”

That’s just part of the humor sprinkled throughout.

During the beach scene, a tongue-in-cheek warning scrolls across the bottom advising to: “Check local laws regarding bipedal forest animals on beaches.”

Though the ad shows Mahomes relaxing at the beach, his real-life offseason has been quite hectic. In addition to rehabilitating his ankle and training with his receivers in Texas, he attended the Met Gala, the Miami Grand Prix and even gave the “Riders Up” call at the Kentucky Derby.

“I’ve been able to do a lot of stuff,” he said.

But the Coors Light ad, which was created by Mischief agency, was able to accommodate Mahomes’ busy schedule by capturing the entire spot in fewer than two hours while filming during May in Kansas City.

Fans in Kansas City and elsewhere can buy their very own Coors Light Bear.

Starting June 15 to June 18 and then again on June 25 and June 29, Coors Light is releasing a limited number of Coors Light Bears or bear-shaped golf club covers at CoorsLightBear.com for $15.

All proceeds will go to the 15 and the Mahomies Foundation, the quarterback’s charity which focuses on improving the lives of children in needy communities.

In addition to Coors, Mahomes is an endorser or partner of Adidas, State Farm, Subway, T-Mobile, Oakley, BioSteel, BOSS, CommunityAmerica Credit Union, Essentia Water, Head & Shoulders, Hy-Vee, Hyperice, T-Mobile, Whoop and AirShare.

It’s no surprise that the 27-year-old Mahomes is a Madison Avenue hit. After all, the two-time MVP has quarterbacked the Chiefs to five AFC Championship Games and won two Super Bowls.

Immediately after his last Super Bowl win, Mahomes heartily acknowledged his affinity for the Coors brand.

In the victorious locker room at State Farm Stadium, Mahomes told his position coach, Matt Nagy, and Chiefs PR executive Ted Crews: “I’m about hammer like 100 Coors Lights.”