LOS ANGELES -- No, Anheuser-Busch didn't pay Peyton Manning to say he'd be drinking a lot of Budweiser after winning the Super Bowl.
According to Apex Marketing Group, Manning's two mentions of Budweiser after Sunday night's game were worth about $13.9 million (C$19.3 million).
Asked by a CBS reporter after the Super Bowl if this was the last game of his career, Manning said, "I'm going to drink a lot of Budweiser tonight, Tracy, I promise you that."
He mentioned the beer again by name at the winner's podium.
The company's verified Twitter account said late Sunday, "We didn't know the shout out was coming either, but we're glad it did.''
Denver Broncos quarterback Peyton Manning is surrounded by the media following victory over the Carolina Panthers in Super Bowl 50 at Levi's Stadium in Santa Clara, California February 7, 2016. (Getty Images)
A-B marketing director Lisa Weser also tweeted, "Budweiser did not pay Peyton Manning to mention Budweiser tonight.''
Then why use his precious seconds on the third-highest rated show in U.S. television history to call out a beer brand?
Beer Business Daily publisher Harry Schuhmacher tweeted out a possible answer: "He owns a piece of a Bud distributorship.''
Manning also celebrated the win atop a float at Disneyland in Anaheim, California, on Monday.
A Disneyland spokesman declined to comment on whether Manning was paid for the trip.
-- WIth a file from The Huffington Post Canada