Bud Light Puts Peyton Manning in Free Fall for NFL Season Push

Quick listen: How Bud Light pairs skydiving stunts with season-long fan rewards — in under 2 minutes.

Football season is here, and Bud Light is starting it with a leap.

The alcoholic beverage company just launched a new campaign starring NFL legend Peyton Manning as they celebrate the extremes fans go for a cold beer.

The efforts are marked by a new spot titled “Parachute” that shows the Hall of Fame quarterback skydiving toward a football stadium, only to swerve midair toward what he thinks is an ice-cold Bud Light.

The humorous ad highlights the season’s theme of going all out for game day.

“As the Official Beer Sponsor of the NFL for nearly three decades, Bud Light has a deep history of going to great lengths to give NFL fans epic experiences,” said Todd Allen, SVP of Marketing at Anheuser-Busch.

“With a new spot featuring our longtime partner Peyton Manning, the return of our fan-favorite NFL team cans, and weekly at-home tailgate experiences for fans across the country, we’re raising a cold Bud Light to celebrate fans everywhere," he added.

Manning, who’s worked with the brand on five other campaigns, said the ad captures the “go-all-out spirit” of NFL fandom.

He most recently appeared in Bud Light’s “Armchair Quarterback” digital sketch as part of its partnership with Netflix and Omaha Productions.

Bringing the Stadium to the Backyard

The spot begins with Manning entering a stadium in his parachute.

However, just as viewers were tuned into his entrance, he makes a quick change of course once he sees an ice-cold Bud Light from a distance.

The twist? It’s just a stadium billboard.

Beyond the skydiving stunt, Bud Light is bringing back its NFL team cans for the 2025 season.

The updated design features full team colors, retro jersey stripes, and logos for all 27 sponsored teams.

Each can also comes with a QR code linking to exclusive digital content, merch drops, and access to VIP experiences.

Beyond spots and cans, the brand is also debuting its “Bring Home the Official Tailgate” program, giving 21+ fans a chance to win an at-home game day setup every week of the regular season.

Winners will get prizes like a Traeger grill, a backyard TV, NFL tickets, and team merchandise.

All delivered straight to their door.

Bud Light’s approach taps into celebrity marketing with Manning while maintaining a consistent brand voice built around humor and loyalty to sports fans.

And in tying the NFL partnership to collectible products and at-home activations, the brand is betting on fans to carry the hype all season.

Our Take: Is Big Stunt Marketing Still Worth It?

Bud Light never falls short on crazy stunts.

I think this campaign works because the over-the-top skydiving moment comes with tangible fan rewards.

A big stunt without follow-through can feel hollow, but Bud Light backs it up with collectibles and weekly experiences that keep fans engaged long after the ad runs.

In my view, brands can’t rely on one viral moment because they need layered touchpoints that keep customers interacting with them over time.

Manning’s role adds familiarity, which helps make the humor land without feeling random.

Overall, it just feels like a smart way to marry entertainment with ongoing engagement.

In other news, Coors Light recently unveiled its own stunt with Patrick Mahomes — this time in the form of a cold plunge.