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Support for Sports and Culture

The Sapporo Group will continue to contribute to the enrichment of the lives of its customers by passing on Japanese beer culture through brewery and museum tours and support for the Japan Beer Culture Study.

Support for Sports

Supporting the Hakone Ekiden for 37 years

Since the 63rd race in 1987, the Sapporo Group has been supporting the Hakone Ekiden Race, considered a New Year’s day tradition in Japan.
The entire relay race spans more than 200 km, with teams of young runners from various colleges running sections. When they reach the next relay station, they hand over their teams’ sashes, which signify the colleges’ tradition and pride, to the next runners on their teams. The single-minded attitude with which these athletes run for the sake of their teammates and the honor of their schools also resonates with the Sapporo Group’s spirit and conviction about manufacturing. Therefore, we plan to keep supporting the Hakone Ekiden.
Our employees also sell event-related products near the turnaround point and part of the proceeds are donated to the Hakone Trust Fund every year, to be used for preserving the natural environment in the town of Hakone.

The Sapporo Group begins its sponsorship of the Hakone Ekiden

Supporting the All Japan Early Morning Baseball League under the slogan of “Win or Lose, Enjoy a Sapporo Beer!”

The All Japan Early Morning Baseball League was established in 1981 as a national organization of amateur rubber-ball baseball teams under the motto of “health and friendship” and with the goal of promoting and developing sports through baseball. (The members consist of 150,000 players and 8,000 teams nationwide.) Sapporo Brewery has been supporting the league, which has been operating under the slogans of “Toast to Sportsmanship!” and “Win or Lose, Enjoy a Sapporo Beer!” since its founding.

Opening ceremony of the 36th All Japan Early Morning Baseball Tournament(Ota Stadium, Tokyo)
Opening ceremony of the 36th All Japan
Early Morning Baseball Tournament
(Ota Stadium, Tokyo)
Logo of the All Japan Early Morning Baseball League
Logo of the All Japan
Early Morning Baseball League

Support for Culture

Experience Beer Culture by Visiting a Brewery and Museum

Experience beer culture by visiting a brewery and museum

We are working to pass on the culture of beer at breweries, museums, and other places where people can visit.

The Oldest Existing Beer Hall in Japan, “Beer Hall Lion Ginza 7-Chome”

The Oldest Existing Beer Hall in Japan, “Beer Hall Lion Ginza 7-Chome”

Designed by Eizo Sugawara, the building was completed on April 8, 1934 as the headquarters of Dainippon Beer Company. The beer hall on the first floor has remained virtually unchanged since its opening, and is now known as the Beer Hall Lion Ginza 7-chome Branch.

Cooperation with the “Japan Beer Certification Test” (nicknamed “Beerken”)

Cooperation with the “Japan Beer Certification Test” (nicknamed “Beerken”)

Since 2012, Sapporo Breweries has been cooperating with the Japan Beer Certification Test (Beerken) organized by the Japan Beer Culture Study. By providing many people with opportunities to learn about beer, we are contributing to the expansion of the beer fan base.

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