Former pro football star J.J. Watt is the new face of Miller Lite’s football program, the brand said.

Watt, a three-time NFL defensive player of the year and five-time pro bowler who played 12 seasons in Houston and Arizona, will star in a new ad that debuts this week and plays off his jersey number, 99, while giving legal-age drinkers a chance to win Miller Lite.

“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.”       

In addition to the new spot, Watt is lending his likeness to retail tools, including a life-size standee, which will augment Miller Lite’s existing football program that includes themed packaging and alliances with 16 pro teams.