Peyton Manning’s Budweiser plug after Super Bowl 50 might be ‘the most valuable endorsement in history’

Peyton Manning - Super Bowl 50 Budweiser Endorsement

After Peyton Manning won Super Bowl 50 (and likely ended his career), he told more than 100 million TV viewers that he was going to go out and “drink a lot of Budweiser.”

That might possibly be the most valuable celebrity endorsement in history.

Almost immediately following Manning’s endorsement Budweiser’s head of marketing, Lisa Weser, tweeted that she and her colleagues were as happy as Jerry, Elaine, and George doing the Seinfeld celebration dance.

So was that the greatest paid endorsement of all time? Budweiser says Manning was not paid one cent to proclaim his love of the company’s beer.

As if that endorsement wasn’t enough, while standing atop the winners’ podium, Manning said: “What’s weighing on my mind is how soon I can get a Bud Light in my mouth.”

Manning’s comments shouldn’t really surprise his fans. After winning his first playoff game in 5 years in 2014, he said almost the exact same phrase: “What’s weighing on my mind is how soon I can get a Bud Light in my mouth after this win.”

One advertising executive went so far as to call the plug “probably the most valuable endorsement in history.

Advertisers spent $377 million on the Super Bowl with a record $5 million paid per 30 second spot. While those are some big numbers to get in front of a record TV audience, they apparently were not the most valuable 30 seconds on TV.

The sponsorship analytics group Apex MG Analytics put the instant value of Manning’s plugs at $3.6 million but acknowledged that the value of his comments would grow as they go more viral throughout the week.

How much does Manning love Budweiser? Beer Business Daily reports that Peyton owns small stakes in two Anheuser-Busch distributors.