Milwaukee Bucks switch from Molson Coors, maker of Miller beer, to Budweiser brewer Anheuser-Busch at Fiserv Forum
The Milwaukee Bucks are moving from the maker of Miller beer to the brewer of Budweiser as the top beer sponsor at Fiserv Forum.
The team made the change after it could not reach a new agreement with Molson Coors, two area hospitality industry executives with direct knowledge of the deal told the Journal Sentinel. Instead, the Bucks have chosen to partner with St. Louis-based Anheuser-Busch.
The change came after the beer sponsorship agreement with Molson Coors was up for renewal. The new sponsorship is believed to be with Anheuser-Busch and New Berlin-based Beechwood Distributors.
The Bucks have aggressively sought increases in sponsorships, ticket prices and seen strong demand for fan gear following the team's NBA Champisonship in 2021.
The Bucks are expected to announce the new sponsorship some time next week.
Molson Coors in 2016 bought MillerCoors, a joint venture of SABMiller and Molson Coors.
Miller Brewing was founded in Milwaukee in 1855, and was sold in 1970 to cigarette maker Philip Morris Cos. It was acquired by South African Breweries in 2002, before being merged with Coors Brewing Co. to form the MillerCoors joint venture in 2008.
Molson Coors employs more than 1,000 people at its Milwaukee breweries and corporate offices.
The Milwaukee Business Journal first reported the beer sponsorship change.
The Bucks did not respond to requests for comment.
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This article originally appeared on Milwaukee Journal Sentinel: Milwaukee Bucks move from Miller beer to Budweiser for Fiserv Forum
