Maybe they already paid for it like a year earlier. Or contractually they are obligated to run it.
In some sports like Hockey...TV commercials are often done in advance and under contract. Further, many stars are under contract to do commercials just like some stars are under contract that tells them what things they can not do when off the ice.
For example, after PK Subban begin dating Lindsey Vonn...his most recent contract prevents him from going skiing. Further, you will not be seeing him doing any ski equipment / wear commercials...weird stuff like that.
Another strange example, I remember when Michael Jordan was under contract to do those annoying TV commercials (a lot of them) for Hanes underwear (video below)...usually released in the summer.
I know who you are

Oh my goodness...you're so soft

wrbtrader
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