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Anheuser-Busch to take over as Fiserv Forum's main beer sponsor, replacing Molson Coors

fiserv forum
Posted at 5:43 PM, Jul 22, 2022
and last updated 2022-07-22 23:26:30-04

MILWAUKEE — Anheuser-Busch will take over as Fiserv Forum's primary beer sponsor, replacing Molson Coors Beverage Co., according to our partners at the Milwaukee Business Journal.

Molson Coors and the Milwaukee Bucks were unable to reach a new sponsorship deal. A source close to the deal told the Milwaukee Business Journal the Bucks were seeking a significant increase in the sponsorship fee due to the team's 2021 NBA Championship.

Fans at Fiserv Forum events will no longer have Miller Lite offerings, and instead will likely see Budweiser and Bud Light.

US grants approval for merger between InBev and SABMiller

FILE - In this Thursday, March 5, 2015 file photo, Budweiser beer cans at a concession stand at McKechnie Field in Bradenton, Fl. USA. British-based brewer SABMiller accepted in principle Tuesday a 69 billion pound ($106 billion) takeover offer from Anheuser Busch InBev that will create the world's biggest beer company and bring together top U.S. brands Budweiser and Miller Genuine Draft. (AP Photo/Gene J. Puskar, File)

Molson Coors said in an emailed statement to the Milwaukee Business Journal on Friday, “Milwaukee is more than a sponsorship to us, it’s our home. And whether it’s our county parks or community organizations across the Milwaukee area, or the Brewers, the Packers, and Summerfest, we will continue investing here in our hometown. We wish the team success, and we will continue finding unique ways to invest in this city."

The Milwaukee Business Journal also obtained a separate email sent to Molson Coors' Milwaukee employees on Thursday, stating the company was in negotiations with the Bucks to renew its sponorship, but didn't reach an agreement "where the investment made sense for us or our distributor partners."

Molson Coors
The Molson Coors facility in Milwaukee.

The email went on to state, "Instead, it sounds like the team has chosen to bring on (Anheuser-Busch) as a partner moving forward. We certainly wish the Bucks continued success in their pursuit of future championships. We will reinvest the dollars from this alliance in the market. And as you know, we remain deeply committed to our hometown through our partnerships with the Brewers, Packers, Summerfest and the Wisconsin State Fair – and that’s just for starters – not to mention the hundreds of new jobs we have created in Milwaukee in recent years."

The Milwaukee Business Journal reports, due to Molson Coors long history in the city, Anheuser-Busch has not been a major player in the Milwaukee market.

fiserv forum
FILE - In this July 29, 2020 file photo, The Fiserv Forum is seen in Milwaukee. Election officials said Tuesday, Oct. 6, 2020, that they scrapped their plans to use the Milwaukee Bucks and Brewers' stadiums as early voting sites in the presidential battleground state of Wisconsin. Milwaukee's election commission had planned to use Fiserv Forum and Miller Park between Oct. 20 and Nov. 1 as sites where people could have voted early in-person or returned absentee ballots they received by mail. The commission developed the plan in an effort to provide safe voting sites during the coronavirus pandemic. (AP Photo/Morry Gash File)

A public announcement is expected early next week.

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