Peyton Manning committed a rare slip-up on Super Bowl Sunday. No, it wasn’t the egregious interception he threw in the second quarter, or the fumble he committed in the third – mistakes like these are now common for the NFL’s oldest and most beloved quarterback.
Manning’s error came about 10 mins after the game ended, during an interview on-stage with CBS’s Jim Nantz. As a few lingering pieces of orange confetti drifted from the rafters, Manning told Nantz,
“I want to go kiss my wife and kids, I want to go celebrate with my family and teammates, and I’m going to drink a lot of beer tonight, Jim. Budweiser. Von Miller is buying.”
This came just minutes after he told CBS’s Tracy Wolfson essentially the exact same thing in an on-field interview (blatant Budweiser plug included).
The mistake wasn’t that he touted Budweiser, the flagship beer of Anheuser-Busch, it was that he did it twice. In fairness, the second mention of the brand came at Nantz’s request to reiterate what he told Wolfson. But hearing Manning mention Budweiser for the second time in less than five minutes was, well, awkward. Especially, after he was seen kissing Papa John (yes, the Papa John) seconds after the game had ended.
These moments appeared even more contrived the next morning, when it was reported that Manning owns two Anheuser-Busch In-Bev distilleries in his home state of Louisiana, as well as 21 Papa John’s franchises in Colorado.
For Manning, a guy who has managed his personal brand better than almost any other professional athlete over the last decade, these endorsements in front millions viewers clashes with his unflappable, salt-of-the-earth demeanor.
In the case of most athletes, this would probably have gone unnoticed. But for Manning, it revealed the smallest glimpse of self-centered motives. It’s one thing to appear in commercials during game breaks, but this is different. In his state of genuine elation, was Manning’s passion for Budweiser and partnership with Papa John’s really at the front of his mind? Even for an athlete known for his manic pregame preparation, this seems a little too calculated.
These aren’t big mistakes by any means, but his actions self-serving actions were misaligned: Manning’s (apparent) integrity and (supposed) blue-collar work ethic helped earn him the nickname, “The Sheriff.”
To reiterate, this an admittedly nitpicky criticism — it’s barely even a criticism at all. Manning’s blatant exhibition of his commercialized incentives would be completely irrelevant for most other players. But this isn’t an NFL JAG. This is one of the game’s best players and its greatest advertising icon. Until now, Peyton had carefully tailored his image to appease NFL fans throughout his career.
The median NFL fan: is male, is between the ages of 35 and 54, and earns $40k – $75k annually. Now, consider the commercials and products manning has associated himself with over the years: Buick, Budweiser, Papa John’s, Oreo’s, Nationwide Insurance, DirecTV, MasterCard. These are the products of middle-America.
Does anyone really think that Peyton Manning, a man who has made over $240 million during 17 prolific seasons in the NFL, spends his time scarfing down Oreo’s and Papa John’s and driving around in a mid-sized sedan? If so, they’re delusional.
Colin Cowherd, host of “The Herd” on Fox Sports Radio, has repeatedly touched on this idea when comparing Manning’s public image to that of Tom Brady.
“Manning is relatable,” Coward said. “Tom is aspirational.”
Cowherd is right. Manning has used consumer products to brand himself as an everyman. Brady, on the other hand, has aligned himself with luxury brands like Ugg and Movado. He’s famously married to an international fashion icon. The lifestyle that Brady relays to the world is not relatable; it’s honest but out of reach. Despite both men being millionaires, Brady represents the 1%; Manning, the remaining ninety-nine.
Could this be why Tom repeatedly ends up on lists like “Least Favorite Athletes in Sports” while Peyton is so beloved? Probably. Both men faced cheating allegations in recent years, yet one sparked mass hysteria while the other has, for the most part, been overlooked.
Behold the power of public perception.
Through Manning’s dozens of lighthearted television commercials and years well-crafted post-game comments, he artfully molded his public image. Peyton wants to be a guy you could see yourself having a beer with, and to many, he is. Only now, we know that he certainly will not be drinking Coors.