SABMiller signs deal with Major League Baseball in Canada In the world of Big Beer in Canada, SABMiller is the new kid on the block. On April 1, the company officially took over operations of its brands – such as Miller Genuine Draft and Miller Lite – in Canada. And it is betting on sports sponsorship to help it find a foothold.
SABMiller sponsors NBA Canada The beer used to be sold at Air Canada Centre because it was distributed in Canada by Molson Coors Brewing Co. through a deal with SABMiller PLC. That relationship ended on April 1, as SABMiller decided to take over the task of marketing its brands to Canadians. But it also meant that MGD no longer benefited from Molson’s relationship with Toronto’s pro basketball team. It is no longer sold at concessions in the ACC or bars in the arena.
SABMiller sponsors SAB Regional League SAB’s executive director of corporate affairs and transformation, Vincent Maphai, said: “SAB’s investment in football at grassroots level is entrenched in its conviction that socio-economic change can be brought to South Africa’s communities in this way. Football has a proven track record of playing a role in bringing positive change to people’s lives and to communities.