- Feb 8:
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- Fans greet Broncos at Dove Valley, cheer Super Bowl victory
- Broncos fans rush to buy memorabilia after Super Bowl 50 victory
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 potential financial boon to Manning. According to the trade publication Beer Business Daily and as reported by the Washington Post, Manning owns a stake in a Budweiser distributor in his home state of Louisiana.
On Twitter, Budweiser's head of marketing Lisa Weser said the shoutout 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. But NFL players are not allowed to endorse alcohol brands.
Apex, using a proprietary formula, initially valued Manning's two casual mentions of Budweiser at $3.2 million. 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," 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 postgame moments. 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.' "
Non-sanctioned products have shown up at NFL games before. In 2011, cameras caught Seattle Seahawks running back Marshawn Lynch chowing down on Skittles candies during a game. Two years ago, Skittles not only created a special "Seattle Mix" with Lynch, the candy maker bought its first Super Bowl commercial.
On Sunday, basketball player Stephen Curry, who plays for the Golden State Warriors, pounded on a giant drum as the Panthers ran to the field. He sported blue Under Armour tennis shoes. Apex estimated that the Baltimore sports clothing company, which sponsors Curry, got $300,000 in free exposure.
But other brands that seem to sneak in are due to player endorsements or other NFL-related sponsorships.
Jeans maker Levi Strauss benefited from $65 million worth of exposure during the ramp up to yesterday's game, Apex estimated. Levi's only advertised before the game. Then again, the company paid $220.3 million to the city of Santa Clara, Calif., for that right to have its name on the stadium back in 2013.
"Those naming-rights deals, especially in the Super Bowl, there's a lot of legs with that, no pun intended," Smallwood said.
Manning has mentioned Bud before. After winning the AFC Championship in 2014, he mentioned that he couldn't wait to drink a Bud Light. Longmont's independent Left Hand Brewing sent the Broncos three cases of their beer with a note: "We think it's a better call."
On Monday, Left Hand responded once again to Manning's brand choice: Bring an empty can or bottle of Budweiser to the company's tasting room in Longmont on Monday or Tuesday and get a free pint of Left Hand beer. The brewery encouraged other local breweries to make the same offer.
The Brewers Association, which represents craft beer makers in the U.S. and a good chunk of the 235 in Colorado, didn'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," craft beer program director Julia Herz 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."
What Denver drank during Super Bowl 50
1) Bud Light
2) Pabst Blue Ribbon
3) Captain Morgan Spiced Rum
4) Mionetto Prosecco
5) Mark West Pinot Noir
6) Jim Beam Whiskey
7) Titos' Vodka
8) Bulleit Bourbon
9) Stella Artois
10) Oskar Blues Canundrum Beer
Source:Minibar, a home-delivery service for alcohol