Iconic is a word too easily thrown around these days, but that is exactly what Derek Jeter was, not just to Yankee fans, but to New York City. Iconic.

Around his jersey retirement, Excel pitched Budweiser on a tribute campaign to the shortstop, changing the brand’s “This Bud’s for you” to “This Bud’s for 2”.

The stirring video garnered over 3 million views on YouTube and 24 million views on Facebook, a fitting nod to Jeter’s career. Budweiser has since embraced the concept of honoring careers of some of the world’s best athletes with tribute videos for the likes of Dale Earnhardt Jr and Peyton Manning.