Video: Making money at Manning Inc.

CNBC
updated 9/11/2006 3:12:02 PM ET 2006-09-11T19:12:02

Archie Manning is well aware of the history his two sons made Sunday on NBC.

“It’s kind of a dream match up for the marketers and television and for the fans as well because they benefit too,” said NBC Football Announcer, Al Michaels.

But, that doesn’t stop him and his wife from worrying about their son’s well being.

“My wife made a good point”, said Archie Manning. "She said when she watches one of the boys play, when the offense goes off she relaxes for a little bit. But, Sunday night we can’t relax."

And he has a lot to worry about. Besides being a two-time MVP, Peyton Manning is also the NFL’s Most Valuable Pitchman, making millions of dollars a year for companies like Mastercard and Direct TV.

“Peyton is making $21.5 million a year. Ironically number 18 is the 18th highest compensated athlete in the NFL and other sports today, so they are making a lot of money”, said Rick Horrow, President of Horrow Sports Ventures. "Peyton was also viewed in a recent survey by 52% of the first place votes as the most marketable guy in the NFL."

Now his little brother, Eli, is getting into the act, joining Peyton and his father, Archie, in a new series of ads for Reebok.

“I don’t think any of us are going to win and Academy Award or Tony Award for commercials, but we’re having a lot of fun”, said Peyton Manning.

“Anytime we do something together and especially here just in between takes, we always have a few laughs”, said Eli Manning.

“You do a commercial with Peyton and you’d better be prepared”, said Archie Manning. "I mean, he gets ready for it. He gets his lines early and learns his likes, kind of puts pressure on me and Eli to make sure we get our lines and go ahead and screw it up, and have to do it over again because he wants what listed as maybe an 8 hour commercial, 8 hours to make a commercial and Peyton wants to knock it out in four."

And while Peyton is a perfectionist on the field and off, he is also serving as a valuable counsel to Eli and the increasing demands on his time.

“I’ll tell you a great thing about Eli is he doesn’t have to call me, he can call Peyton and Peyton can really give Eli better advice than I can because he’s so current. He’s in the middle of it now”, said Archie Manning.

With all of the Manning’s now in demand, Archie made a point of warning his boys early on in their careers to not let business get in the way of football.

“If you let endorsements come first and get into that too much and let it take time away, you are not going to have them long and you are not going to be a football player very long”, said Archie Manning.

“Eli is just getting started and he is a valuable player as well. Plus, he is in the NY market and he’s got to win pretty quickly. His agents have told everybody that he has turned down major endorsements because he’s waiting for the right moment”, said Horrow.

But, when sponsors come calling Archie also told the two quarterbacks to put as much into doing commercials as preparing for bitter division rivals.

“If a company wants you to be a spokesman or a company wants you to go out and do something for them, you’ve got to be accountable. You’ve got to do a good job for them”, said Archie Manning.

A job on and off the field that’s making Manning Inc. the biggest family money maker in professional football history.

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