The funds were redirected from the company's planned spending on advertising during live sports events that have been postponed or canceled because of the coronavirus pandemic.

The company announced Friday the assistance will help the Canadian Red Cross distribute emergency supplies and provide emotional and psychosocial phone support, supply key information, train frontline personnel and support the distribution of financial assistance through government programs.

"We feel that this is a time to do what we can to support communities in need and most of all, the heroes on the front lines, leveraging our resources, our relationships, and our reach to do our part," said Todd Allen, vice president of marketing for Labatt Breweries of Canada. "We invite other companies to use their unique capabilities to join us in this effort, however they can, so that together we can make a difference."

Budweiser also released a ONE TEAM video using the nicknames of teams in various sports to describe the variety of frontline workers that have come together to fight the global pandemic.

In addition to the financial contribution to the Canadian Red Cross, Labatt Breweries of Canada, parent company of Budweiser Canada, announced several breweries had shifted production from beer to hand sanitizer so 50,000 bottles can be distributed to Food Banks Canada, front line workers, and partners in the restaurant and bar industry who are serving take-out meals.

"Canadian Red Cross volunteers and staff are currently responding to emerging needs across the country as a result of the COVID-19 pandemic, in addition to preparing for the possibility of floods, wildfires and other disasters that may affect people over the spring and summer months," said Melanie Soler, vice-president of emergency management for the Canadian Red Cross. "This generous gift from Budweiser Canada will help the Canadian Red Cross continue its vital work in supporting those most vulnerable during these very challenging times."