I poked around https://rhn.redhat.com/rhn/systems/SystemEntitlements.do for way too long, and couldn’t figure out how to purchase a renewal of our RHEL server support.
I finally found https://www.redhat.com/wapps/store/catalog.html and clicked on the “buy online” link at the top.
I went to the section headed Red Hat Enterprise Linux Server for 32/64-bit x86 and clicked on the button for Standard Subscription (1 year).
The rest was straightforward e-purchase stuff.