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Broncos quarterback Peyton Manning shouted “Omaha” 31 times on Sunday against the Patriots. As a result, his foundation will receive nearly $24,800 in new donations.

Via Darren Rovell of ESPN.com, that’s the total that was generated, thanks to eight Omaha businesses who came together to raise $800 per Omaha.

“This has been terrific for us,” Greater Omaha Chamber of Commerce CEO and president David G. Brown told Rovell. “Before Friday, we had calculated that news coverage of Omaha had generated the equivalent of about $10 million in advertising.”

Apart from the civic pride generated by hearing the name of the town randomly barked out on national television, it’s hard to discern a link between the use of the term and actual monetary gains. Will people now visit or move to Omaha because of it? Will it be the tiebreaker between Omaha and, say, Topeka for the location of a new business facility?

Maybe the value comes from the subliminal impact of hearing the term.

That said, it wouldn’t be a surprise to learn that Omaha Steaks has seen an uptick in online sales over the past week or so. As one of the eight companies forking over $100 per Omaha, Omaha Steaks probably should be paying a lot more.