After winning the Super Bowl on Sunday, Peyton Manning did not say anything about his retirement plans, but he did make sure to give a very specific shoutout to an alcoholic beverage brand.
During his postgame interview on CBS with Tracy Wolfson, the Denver Broncos QB specifically mentioned drinking Budweiser as part of his celebratory plans. Then while talking on stage in an interview with Jim Nantz shortly thereafter, Manning mentioned Budweiser a second time.
Surely Manning mentioning Budweiser instead of saying something generic like he was going to enjoy a couple of cold ones or have a few celebratory drinks after the game likely meant he was being paid to say it. But there was a bit of a dispute over that.
An Anheuser-Busch/Budweiser spokesperson said that Manning was not paid for his mentions.
Hi Internet. For the record, Budweiser did not pay Peyton Manning to mention Budweiser tonight. We were surprised and delighted that he did.
— Lisa Weser (@LisaWeser) February 8, 2016
Those two mentions, mind you, were calculated to be worth around $3.2 million in brand recognition.
Post game quote "I'm going to drink a lot of @Budweiser tonight.." Peyton Manning. That gave beer brand $1.6MM+ brand recognition value
— Apex MG Analytics (@ApexMGAnalytics) February 8, 2016
Though Manning may not have been directly paid for the mentions, he appears to have had a financial interest in plugging Bud.
NFL players are not allowed to endorse alcohol brands, but Manning may have found a loophole. Beer Business Daily reported two years ago that Manning is a part-owner of two Anheuser-Busch distributors in Louisiana, which means strong Budweiser sales benefit him. Perhaps it’s no coincidence then that he also shouted out Bud Light after a Broncos playoff win against the Chargers in 2014 in this video.
Between kissing Papa John and shouting out Budweiser, Manning may be the best pitch man in America.
