He won the World's Strongest Man contest four times, and now he's turned his attention to promoting contests: Magnus Ver Magnusson - star of a Coors Light commercial - is organizing the IFSA Iceland's Strongest Man contest this weekend.

If you will be in Reykjavik on Saturday, you can catch this contest at the Smaralind Mall at 2:00 pm and admission is free.
Benedikt Magnusson - of mega-deadlift fame - and the other man that Magnus Ver calls his "secret weapon," Stefan Solvi Petursson, are among the competitors, and Magnus Ver Magnusson is the referee.

This will be the second year of this contest and it is not to be confused with the original Iceland's Strongest Man contest (won Jon Pall Sigmarsson, Magnus Ver Magnusson, Hjalti Arnason, Torvi Olafsson, etc.), which is scheduled for June 15 - 17.