Immediately after the Denver Broncos’ Super Bowl 50 victory, quarterback Peyton Manning gave Budweiser $3.2 million in free advertising when he told a CBS sideline reporter that his postgame plan was to “drink a lot of Budweiser.”
Manning mentioned the beer brand again a few minutes later at the winner’s podium, saying, “what’s weighing on my mind is how soon I can get a Bud Light in my mouth.”
The two plugs, both televised on CBS, created more than $3.2 million in media exposure for the Anheuser-Busch InBev brand, according to calculations by Apex Marketing Group Inc. That number will grow as the analytics firm adds the impact of overnight television coverage and social media.
Lisa Weser, head of marketing for Anheuser-Busch, said Manning wasn’t paid for the promotion, since it is against NFL rules for players to endorse alcoholic brands.
Read more: Bloomberg