J.J. Watt is the face of Miller Lite's new ad campaign

Two Wisconsin-native forces — J.J. Watt and Miller Lite — are teaming for a new ad campaign aimed at expanding the beer's sales among football fans.

Watt — the Pewaukee native, former University of Wisconsin star and recently retired three-time NFL Defensive Player of the Year — will be the new face of Miller Lite’s football marketing program.

It starts with ad starring Watt that'll debut this week. The ad plays off his jersey number, 99, while giving legal-age drinkers a chance to win Miller Lite and a signed Watt jersey.

“J.J. embodies football and, just like Miller Lite, he’s from Wisconsin,” said Anne Pando, Miller Lite’s marketing director. “And he’s a true Miller Lite fan who’s as beloved for what he did on the field as for what he does off the field. We couldn’t be more excited for J.J. to be Miller Lite’s newest teammate.”

More: Would NFL legend J.J. Watt ever consider getting into politics, coaching or an NFL front office job? He answered that on 'Pat McAfee Show'

Miller says Watt will also feature in retail displays, including a life-size cutout.

Watt, on X, formerly known as Twitter, said, along with a video, "Probablyyyy shoulda read the fine print of this @MillerLite deal… I’m gonna make a dent, but I need help clearing out this living room."

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This article originally appeared on Milwaukee Journal Sentinel: J.J. Watt is the face of Miller Lite's new ad campaign