Peyton Manning makes a living - partially - singing the praises of Nationwide Insurance.
They're returning the favor.
The company plastered its support on the side of its headquarters in Columbus, Ohio.
"Good luck Peyton" is written in lights.
Nationwide does this often for special events and holidays. Installing one message takes 3 and a half hours initially. Then each night, maintenance crews check each floor to make sure the correct shades are drawn.
The insurance company also updates its Twitter and Facebook cover photos in honor of its spokesman.