 The pilsener is advertised in a variety of non-traditional ways, such as through celebrity promotion in music videos and music and sporting event sponsorship.THB is considered by the public as a promoter of Malagasy culture and identity, particularly through its sponsorship of its annual THB Tour traveling music festival and the THB "fête de la bière" (beer festival).Three Horses Beer sponsors the THB Champions League, the national football championship.