The Milwaukee Brewers Miller Park ballpark will have a different name from 2021 after a new naming rights deal was struck.
The Brewers announced a 15-year partnership with American Family Insurance that includes naming rights to Miller Park, as the venue has been known since it opened in 2001.
The name will change when the Brewers’ original agreement with the Miller Brewing Company (now MillerCoors) comes to an end.
The deal with Miller was struck in 1996 when the stadium was still in the planning stages. It pays $40 million over 20 years, and represented a critical investment in keeping the Brewers in Milwaukee.
But with that agreement nearing its end, the Brewers approached a very small group of companies last summer, including American Family, to gauge interest. Founded in 1927, the company is the largest provider of personal auto and homeowners insurance in Wisconsin.
Jack Salzwedel, chair and chief executive officer of American Family Insurance said the actual name that will be given to the ballpark has yet to be decided.
That, to me, is kind of secondary. We will get to that point, and we’ve got time to actually make that happen. It will be probably a year before we need to start thinking about what those signs actually look like and how they will be positioned in the stadium.
This deal was inked pretty quickly. When you’re looking at naming rights, there’s a ton of data that we need to look at. We don’t take naming rights real lightly. We’re going to pull a lot of data, look at customer input. There are a lot of things we’ll look at.
The sides agreed not to reveal the financial terms of the new agreement, which coincides with the Brewers’ stadium lease.