Budweiser has jumped into the fray after a dedicated Toronto Maple Leafs supporter was urged to cease posting videos unless they prominently featured the beer of the team’s official sponsor.

Kurtis Stevenson, known as “Kurtis from Alberta” on various social media platforms, revealed that he received threats of legal repercussions on Tuesday. This Maple Leafs enthusiast is well-known for enjoying beers in his Leafs-themed home while sporting hockey apparel.

The issue arises from the Maple Leafs’ enduring alliance with Molson Coors, and those in charge were not pleased about Kurtis sharing videos with his preferred beverage.

“I can’t create videos anymore unless I consume the beer from the sponsor of that team because the beer company has flagged me and intended to issue a cease-and-desist order with potential legal action if I kept on,” Kurtis explained. “I refuse to be intimidated. This is absurd. I can’t have any beer without a specific team’s logo appearing in the backdrop, I can’t don a jersey, I can’t wear a helmet, I can’t do anything.”

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In a move that showcases their creative marketing strategy, Budweiser Canada threw its support behind the beloved Leafs superfan just one day later, making waves on social media.

“Can’t drink that beer,” Budweiser Canada posted on an Instagram story tagging @kurtisfromalberta. “Make time for hockey, not red tape.”

“When it comes to celebrating your favorite sports team, there should be no red tape,” a representative from Budweiser Canada expressed to Daily Hive.

“Fostering friendship and bringing people together over hockey is fundamental to Budweiser’s identity. This is why @budweisercanada shared this message—to show its support for an iconic Canadian figure, @kurtisfromalberta, and to encourage him to prioritize hockey over bureaucratic obstacles. Let’s unite in supporting Kurtis and help him celebrate his team the way he desires.”

“Budweiser is urging friends to prioritize hockey and not make excuses, asking Canadians to stop skipping out on their buddies and dedicate time to the sport. Let’s go Kurtis!”