Peyton Manning's two Budweiser shout-outs netted the beer company millions in free advertising.

Minutes after the Denver Broncos won Super Bowl 50, Manning told a CBS sideline reporter that his postgame plan was to "drink a lot of Budweiser." Later at the podium, Manning answered a question about retirement with this line: "I'm going to drink a lot of beer tonight ... Budweiser."

Those two plugs were worth $3.2 million in equivalent advertising time for Budweiser, according to sponsorship firm Apex MG Analytics.

Anheuser-Busch head of marketing Lisa Weser said in a tweet that Manning wasn't paid to mention the brand, but they "were surprised and delighted that he did."

Manning did receive something for the plugs, though. An Anheuser-Busch spokesperson told ESPN's Darren Rovell that they were sending 50 cases of Budweiser (1,200 bottles) to the Broncos' after-party.