DEAL DONE: Denver Broncos star Patrick Surtain II has been offered a \$66 million contract by Busch Light to become the team’s “Face of the Brand” for two years, which Patrick Surtain II happily accepted in a statement.
In what may go down as one of the most unconventional yet highly lucrative brand partnerships in modern sports marketing, the Denver Broncos and their elite cornerback Patrick Surtain II have inked a jaw-dropping deal with Busch Light worth \$66 million over two years. With this agreement, Surtain becomes the official “Face of the Brand” not only for the Broncos but also for one of America’s most recognizable beer brands. The partnership, formally announced this morning through a joint release from Busch Light and Surtain’s management team, has sent waves throughout the sports, advertising, and NFL communities.
Patrick Surtain II, known as PS2 among fans and teammates, has rapidly become a household name in NFL circles. Since being drafted by the Broncos in the first round of the 2021 NFL Draft, the former Alabama standout has blossomed into one of the league’s premier lockdown cornerbacks. His remarkable ability to shadow elite wide receivers, break up passes in crucial moments, and command the respect of offensive coordinators across the league has earned him Pro Bowl nods and All-Pro selections. But even as his star continues to rise on the gridiron, this latest deal with Busch Light signifies an entirely new dimension of influence for the 24-year-old athlete.
The \$66 million figure is staggering by any standard—particularly for a non-football-related endorsement—and reflects the growing trend of beverage and lifestyle brands leveraging the star power of athletes in more comprehensive roles. Busch Light’s decision to invest such an enormous sum into Surtain signals their intent to not just ride the wave of sports marketing but to completely reinvent it. Instead of merely appearing in ads or promotional material, Surtain will be actively involved in campaign design, community outreach events, digital strategy, and even product design collaborations. According to sources close to the deal, Surtain will have creative input on limited-edition Broncos-themed packaging and co-branded merchandise, which is expected to launch nationwide during the 2025 NFL season.
In a written statement released this morning, Surtain expressed both gratitude and excitement for what he described as a “next-level opportunity” to connect with fans on and off the field. “This partnership with Busch Light means a lot to me,” Surtain said. “It’s more than just putting my face on a billboard—it’s about community, culture, and building something special with the fans in Denver and beyond. I’ve always admired companies that think outside the box, and Busch Light came to the table with a vision that felt authentic. I can’t wait to get started.”
Busch Light executives, meanwhile, were equally effusive in their praise for Surtain, whom they described as “the ideal ambassador” for their evolving brand identity. “Patrick Surtain II embodies the values we hold dear—grit, consistency, and connection to the community,” said Katherine Doyle, Busch Light’s Vice President of Marketing. “He’s not only an elite athlete but also a deeply thoughtful individual who understands the power of storytelling. We couldn’t think of a better person to help us elevate our brand and create meaningful experiences for fans across the country.”
The Broncos organization has fully embraced the partnership, with team president Damani Leech offering a resounding endorsement of Surtain’s expanded role. “Patrick is a cornerstone of our franchise, both as a player and a leader,” Leech said. “This partnership with Busch Light represents a win-win for everyone involved. It enhances our brand visibility, strengthens our ties to the fanbase, and allows one of our brightest stars to take on a groundbreaking role that reflects the future of athlete influence.”
This deal arrives at a pivotal time in both the NFL marketing space and in Surtain’s career trajectory. As new media continues to blur the lines between sports, entertainment, and lifestyle, athletes are no longer confined to traditional endorsement models. The era of static, one-dimensional advertising is giving way to dynamic, multi-platform collaborations that place athletes in the driver’s seat. Surtain’s agreement with Busch Light could very well serve as a prototype for how future endorsements are structured—emphasizing authenticity, co-creation, and long-term brand alignment.
Insiders suggest that negotiations for this deal began quietly late last season when Busch Light first floated the idea of partnering with a rising NFL star who could resonate with both young and loyal consumers. Initial meetings took place behind closed doors, with Surtain’s management firm, Vanguard Sports, playing a key role in shaping the proposal into something that transcended a mere advertising gig. According to one source close to the process, Busch Light originally pitched a more modest concept, but Surtain’s representatives challenged the brand to “think bigger.” The result was a two-year, \$66 million landmark deal that includes not only traditional commercials and digital content but also fan engagement activations, offseason community initiatives, and even a traveling Broncos-Busch Light branded fan zone experience.
Beyond the money and the media attention, what makes this partnership particularly fascinating is the cultural synergy. Busch Light, often associated with blue-collar Americana and passionate sports fans, aligns seamlessly with the image Surtain has cultivated: grounded, relatable, yet elite in performance. The brand has been working over the past five years to shed its “cheap beer” label and rebrand itself as a lifestyle staple for sports lovers, tailgaters, and outdoors enthusiasts. Aligning with a respected, clean-cut, and high-character athlete like Surtain is a strategic masterstroke in that long-term vision.
From a business perspective, analysts have already begun breaking down what this means for athlete endorsements going forward. Marketing strategist Jenna Cruz from BrandSphere Group noted, “This is one of those turning points where brands and athletes redefine what a sponsorship looks like. It’s no longer about slapping a logo on a jersey or running a 30-second spot during the Super Bowl. This is immersive, relational, and audience-driven. And with someone like Patrick Surtain II—who has both on-field excellence and off-field charisma—it’s likely to be a blueprint others will copy.”
Fans in Denver have reacted with enthusiasm. Social media has been flooded with memes, mock-up advertisements, and fan-created promotional content envisioning Surtain in everything from vintage beer posters to modern hip-hop-themed marketing. Already, several Broncos-themed Busch Light promotional banners have popped up around Mile High Stadium, including a massive mural featuring Surtain’s signature defensive stance overlaid with the tagline “Lock it down with PS2.”
Interestingly, this deal has also reignited debates around the NFL’s relationship with alcohol sponsorships. While the league has long permitted alcohol brands to associate with teams and players, critics have voiced concerns about the growing commercialization of player identities—particularly among younger athletes still early in their careers. But Surtain and his team have addressed this head-on. In his statement, Surtain made it clear that he will be using part of his deal to fund youth initiatives and mental health programs in the Denver area, ensuring the partnership has a tangible community benefit.
Surtain’s philanthropic track record is well documented. He’s been involved with numerous initiatives in both Colorado and his native Florida, ranging from food drives and holiday giveaways to sponsoring youth football camps and education scholarships. That reputation only strengthens the credibility of this deal and positions it as something more than just a cash grab.
As the NFL preseason heats up, the timing of this announcement couldn’t be more strategic. The Broncos are looking to bounce back after several inconsistent seasons and have made significant moves in the offseason to retool both their offense and defense. With Surtain anchoring the secondary and now serving as the public face of one of the team’s largest corporate partnerships, expectations are high—not just for wins on Sundays, but for what this partnership can deliver in terms of fan engagement and franchise energy.
All eyes will now turn to the upcoming season opener, where fans can expect to see Surtain front and center—both literally and figuratively. From promotional events at Mile High to integrated content on social media and exclusive behind-the-scenes mini-docuseries rumored to be in development, Busch Light and Surtain are preparing to launch what insiders describe as “the most ambitious NFL brand campaign of the last decade.”
Whether this marks the start of a broader trend in athlete-brand co-ownership or remains a one-of-a-kind phenomenon, one thing is clear: Patrick Surtain II has just redefined what it means to be an NFL superstar in the modern marketing age. And with \$66 million on the table, two years of creative freedom, and a city rallying behind him, the next chapter of his career promises to be as thrilling off the field as it is on it.
