Re .shills. A shill is defined thusly:
an accomplice of a hawker, gambler, or swindler who acts as an enthusiastic customer to entice or encourage others.
By definition, someone who is the vendor or is openly paid to promote something cannot be a shill. The definition of shill implies some dishonesty, some pretense to being a paying customer when in fact, you are being paid for your opinion. Someone mentioning a sponsor during Super Bowl interviews, in 2016, is as much of a shill as the NPR guy who mentions that "Thanks to Moscow Pullman Toyota. Toyota takes you where you want to go".
That said, Peyton's mention of drinking Budweiser was embarassingly amateurish. He should have just said "Thanks Budweiser for your sponsorship", which would have read a lot more real.