In Wednesday’s USA Today, Diageo North America, the parent company of Jose Cuervo Tequila, took out a full-page advertisement that contained an open letter to the NFL and its Commissioner’s Office. The letter was an offer to sponsor Sunday’s Super Bowl.

Diageo has offered the NFL $5 million in exchange for the creation of branded areas adjacent to each end zone where players would be allowed to tastefully exhibit their end zone celebrations without fear of fine or penalty.

The sponsorship proposal is in conjunction with the release of a new product by the company.

According to Jim Sias, public relations official for Jose Cuervo, the ad is not a joke.

“This is a legitimate offer Jose Cuervo is hoping the NFL will accept,” he said.

In an email interview, Diageo Executive Vice President for Public Relations Guy Smith confirmed that the offer was legitimate.

“Our checkbook is open,” he said.

Smith said in addition to the advertisement, a registered letter was sent to the Commissioner’s Office Wednesday outlining all of Diageo’s terms and conditions.

As of Thursday afternoon, Diageo had not heard from the NFL, but Brian McCarthy, a spokesman for the league, said the first time the NFL heard about the offer was Wednesday morning when officials saw the advertisement. He added that the Commissioner’s Office did not receive the letter from Jose Cuervo, and the NFL is not considering the offer.

“No thanks, we don’t permit commercial signage on the field,” he said.

Super Bowl XL airs this Sunday locally on Channel 8, with the Pittsburgh Steelers facing the Seattle Seahawks.