In his postgame CBS interview with Tracy Wolfson, Manning said, "I'm going to drink a lot of Budweiser tonight." Later, on the podium with Jim Nantz, Manning said, "I'm going to drink a lot of beer tonight. Von Miller's buying."
Budweiser spokesperson Lisa Weser said the brand "did not pay Peyton Manning to mention Budweiser tonight. We were surprised and delighted that he did."
The two mentions were worth $3.2 million in equivalent advertising time for the brand, according to sponsorship firm Apex MG Analytics.
An Anheuser-Busch spokesperson said the brand was sending 50 cases of Budweiser -- 1,200 bottles -- to the team's afterparty.
Sunday was not the first time Manning has mentioned the brand. In 2014, after beating the Chargers in the playoffs, Peyton was asked about his future.
"What's weighing on my mind is how soon I can get a Bud Light in my mouth," he said then.
Two years ago, trade publication Beer Business Daily reported that Manning owned a stake in two Budweiser distributorships. Asked Sunday about Manning's interest in the business, Anheuser-Busch public relations staff could not confirm whether he was still involved financially. Manning's marketing agent, Alan Zucker, did not respond to comment.
NFL spokesman Brian McCarthy said he has "no issue" with Manning's mention of Budweiser on Sunday, even though active players are prohibited from endorsing alcohol brands.
It was not the only nod Manning, who leads the league in revenue off the field with about $12 million in endorsement income, gave to corporate America.
Moments after the clock hit zero, Manning turned to John Schnatter, founder of Papa John's, to give him a hug. Manning not only is an endorser of the pizza chain but also -- with some partners -- owns 32 stores in Denver and has helped double the business in the state since he first invested in October 2012.