Milwaukee Brewers Sign American Family Insurance to be Naming Rights Sponsor--Replacing Miller Brewing - Trak | Partnership Activation Software

Milwaukee Brewers Sign American Family Insurance to be Naming Rights Sponsor--Replacing Miller Brewing
Posted On: Jan 23, 2019

After the 2020 season, Miller Park will be no more. Well, the name at least.

The Milwaukee Brewers are coming off of one of their most successful seasons in their franchise's history. They have current NL MVP in Christian Yelich and an NLCS appearance with the future looking bright. One part of the current team that won't be a part of that future is the name of their stadium. Starting after the 2020 season, Miller Park will change to American Family Insurance.

A casual MLB fan or even Brewers fan may be upset with this because Miller Park was the perfect name for a baseball team who calls themselves the Brewers. Throw in the fact that Milwaukee and Wisconsin as a whole are known for their beer, and it was a match that made sense and worked. Despite all of that, American Family Insurance has the potential to be just as successful if this partnership is activated correctly.

Because the official new name of the stadium hasn't been announced yet, I thought it would be fun to come up with some ideas. I would highly recommend not using the full company name as it could get wordy like the Chicago White Sox home ballpark-Guaranteed Rate Field. Instead, a possibility could be  "American Family Ballpark" or  "American Family Park." If one of those is chosen, you could even shorten the name to the "Am-Fam."

American Family Insurance has strong ties to the State of Wisconsin and even the Milwaukee area already. A few years ago, they had Russell Wilson (former Wisconsin Badger) appear in a Super Bowl commercial for them. They have also utilized another former Wisconsin football player in J.J. Watt. Additionally, the company's headquarters is in Madison, Wisconsin and they recently got the naming rights to a new amphitheater in Milwaukee.

These are clearly orchestrated marketing efforts aimed at increasing brand awareness, particularly around the Milwaukee area. American Family Insurance knows their market and feel that these recent deals will make their business better. Considering this deal is for 15 years, it has to be worth it for American Family Insurance.

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Written by: James Campbell

James Campbell is a recent graduate of the University of Michigan with his B.A. in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey. - @Jimmy10Campbell