Peyton Manning Likes Budweiser But They Didn’t Pay Him to Say “That”

If you watched the immediate Super Bowl “after glow interviews” on Sunday, then you saw CBS reporter Tracy Wolfson ask Peyton Manning, the oldest quarterback to win a Super Bowl, whether he would retire after this game.

Peyton seemed to have an ice cold beer more on his mind and answered her with, “I’ll take some time to reflect. I’ve got a couple of priorities first. I want to go kiss my wife and my kids. I want to go hug my family. I’m going to drink a lot of Budweiser tonight, Tracy, I promise you that.”

During the trophy ceremony, he again mentioned a desire to consume beer which left many of us “industry insiders” wondering if he had struck a deal to be the Budsweiser spokesperson.  Well, turns out, no, he was not paid for this celebrity endorsement.  Peyton Manning just likes Budweiser.

That’s what you call an organic mention, but how much was it worth in free advertising to the beer company?  A whopping $3.2 million according to, which cited a sponsorship analytics agency, Apex MB Analytics, for computing the final dollar amount.   That doesn’t even take in to account the actual publicity value that far exceeds the advertising value — this was the “Super Bowl” of earned media.

And don’t forget the added value of all the social media mentions. According to The Washington Post (referencing Amobee Brand Intelligence) Twitter tweeps were singing like a song bird choir to the tune of 265,000 tweets within 12 hours of the start of the game.

Now, even though Manning was not paid by Budweiser, he does have a vested interest — evidently he owns shares in two Anheuser-Busch InBev wholesalers in his native Louisiana, according to Beer Business Daily.

It is fair to mention that NFL players aren’t supposed to endorse alcoholic products, according to league rules, but this was not technically an endorsement if he wasn’t paid to say it.

The NFL evidently has its own beer deal with Bud Light that has signed an agreement for $1.4 billion to continue sponsoring the NFL through the 2022 Super Bowl, according to

But no matter how you slice it, Peyton Manning appears to be a brand preferential sort of guy and that sort of loyalty is priceless — or is it?

Source: The Indy Star

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe


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