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By Monday morning, the value of Peyton Manning's two mentions of Budweiser after the Denver Broncos won Super Bowl 50 had zoomed to $13.9 million, according to a firm that analyzes the value of brands.
The Broncos quarterback named the beer Sunday night after CBS reporter Tracy Wolfson asked a key question: "Is this your final game for your career?"
"...I'm going to drink a lot of Budweiser tonight Tracy, I promise you that," Manning replied.
He mentioned the beer by name again while at the winner's podium.
There is a financial boon for Manning. According to the trade publication Beer Business Daily and as reported by the Washington Post, Manning owns a stake in Budweiser distributor in his home state of Louisiana.
On Twitter, Budweiser's head of marketing Lisa Weser said it wasn't expected.
"Hi Internet. For the record, Budweiser did not pay Peyton Manning to mention Budweiser tonight. We were surprised and delighted that he did," Weser tweeted.
The NFL controls most mentions of brands during the popular sporting event, where advertisers paid a record $5 million for a 30-second TV commercial.
Only Nike attire is allowed. And on the sidelines, viewers will only see Bose headsets, Microsoft Surface tablets and Gatorade, said Eric Smallwood, managing partner with Apex Marketing Group Inc.
Anheuser-Busch, which owns the Budweiser and Bud Light brands, is also a long-time sponsor of the game.
Apex valued Manning's two mentions of Budweiser at $3.2 million using an proprietary formula. But by the time the West Coast woke Monday morning, the value grew to $13.9 million because people were still talking about it on social media, online, TV and radio.
"For him to say that in that time period was huge for Budweiser to tie in an affinity and mention it," Smallwood said.
Manning didn't sport a logo, like rival Carolina Panthers quarterback Cam Newton did wearing gold Under Armour cleats during warmups. Manning said Budweiser at crucial moments during the postgame. Everyone wants to know if the 39-year-old quarterback will retire.
"This was a very captive audience," Smallwood said. "Then to have him on the podium and say the same thing. It was a little surprising to use almost the same vernacular of not just 'I'm going to have some beers,' but 'I'm going to drink Budweiser.' "
Manning has mentioned Bud before. After winning the AFC Championship in 2014, he mentioned that he can't wait to drink a Bud Light. Longmont's independent Left Hand Brewery sent the Broncos three cases of their beer with a note: "We think it's a better call."
The Brewers Association, which represents craft beer makers in the U.S. and a good chunk of the 235 in Colorado, doesn't seem to have any hard feelings Monday.
"We are elated Peyton is choosing beer as his drink of choice to celebrate the Broncos' Super Bowl victory," Julia Herz, the group's craft beer program director, wrote in an e-mail.
But she also wanted to remind Manning about the craft industry, which makes up 99 percent of today's 4,100 breweries.
"These indie brewers do not have Super Bowl-sized advertising budgets, but they sure represent the ethic and integrity that makes our country so great and thus they are also worthy of support," she wrote. "As we speak we are working on a congratulatory package with beers from local craft brewers in Colorado and around the country so he can sample a variety of high-quality, full-flavored craft beers from ... small producers."