Peyton and Eli Manning are arguably as intimately connected with the Nebraska city as they are with New York, Indianapolis or Denver. They have built lucrative careers, on the field and off, with the help of one word.

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During the Broncos’ run to the Super Bowl in the 2013-14 season, microphones picked up Peyton saying “Omaha” 44, count ’em, times.

This week, Eli let everyone in on the family secret during a Giants Town Hall event in Manhattan, according to Giants.com.

“So Omaha was in the playbook,” Eli said, sitting onstage at the event for season-ticket holders with wide receiver Victor Cruz, linebacker Jon Beason, former offensive lineman David Diehl and host Bob Papa.  “There was actually a sheet that said ‘Omaha’ at the top, and basically ‘Omaha’ was maybe we change the play, or maybe when I was changing protection, or Diehl had to tie his shoe or something and was taking forever and the play clock’s running down. And ‘Omaha’ just told everybody to put their hand in the ground, shut up, and the ball’s about to be snapped. “So I would say ‘Omaha’ and I would say it again and then say ‘set hut’ and do whatever you think you need to be doing and let’s go play football.”

Listen to Eli Manning explain Omaha here.