Despite grumbling on sports blogs about the frequency of Manning commercials, there is little evidence the public is tiring of him. E-Score, a marketing evaluation metric from E-Poll, puts Manning’s “overexposure” rating at 14 percent.

“That’s extremely low for someone who is out there as much as he is,” the company said. “Peyton has virtually no negative attributes.”

Manning had deals with at least six companies in 2006, including Gatorade, made by PepsiCo Inc., DirecTV Group Inc. and Sony Corp.

Smith cautioned that Manning needs to watch how much work he accepts, but said the quarterback seems adept at limiting endorsements to products that fit his personality.

“I don’t see him doing a Miller Lite commercial, but he could take on an auto ad, for example,” Smith said.

Companies also act as a check on overexposure, said Anthony Agnone, president of sports marketing agency Eastern Athletic Services.

“The people on the other side of the table are pretty attuned to when agents are putting a guy out there too much,” he said.

The best way to cash in on increased fame is not more commercials, experts said, but by making deals that are more lucrative, such as receiving stock in a company.

Nova Lanktree, a vice president at sports marketing group CSMG International, said former basketball star Magic Johnson’s prominence grew so much in the late 1980s that he would seek profit-sharing or ownership in return for his endorsement.

“I’d say Magic was the first to do that, and Peyton Manning would certainly be at that level if he wins the Super Bowl,” Lanktree said.

Former Broncos quarterback John Elway started a Denver-area car dealership, using his fame in the region to build a successful franchise. And sports stars from Mickey Mantle to Mike Ditka have established lucrative restaurants.

Still, winning the Super Bowl is not a make-or-break proposition for Manning’s commercial appeal.

Philpott said win or lose, Manning could still see his earnings rise because he’s already vanquished his chief nemeses, Brady and the Patriots, in getting to the title game.

“The ’monkey-off-his-back’ momentum cemented that,” Philpott said.

Of course, even though Manning’s Colts are the Las Vegas favorite in the game, there is another quarterback playing on Sunday. Chicago Bears’ Rex Grossman, a younger player who has been criticized this year for his inconsistency, could also see his earnings potential rise exponentially, Smith said.