The Milwaukee Brewers have reached a new partnership with Johnsonville Sausage, allowing the company to take over as the sponsor of the Famous Racing Sausages.
Earlier this week, it was learned that the Brewers had parted ways with longtime sausage race sponsor Klement’s. Once this news surfaced, the Brewers publicly stated that the Famous Racing Sausages would return to Miller Park for 2018 and beyond, but that the tradition would be continuing with a new sponsor.
The club has revealed more information about its plans by announcing a sponsorship agreement with Sheboygan Falls-based Johnsonville Sausage. That partnership will feature multiple components, including sponsorship of the sausage race and the inclusion of Johnsonville products in the Miller Park concessions. More from the Milwaukee Journal Sentinel:
“Their brand aligns so well with us,” Milwaukee Brewers Chief Operating Officer Rick Schlesinger said Wednesday in an interview with the Milwaukee Journal Sentinel. “We think we can help each other’s brands and marketing strategies and businesses and provide a great quality product for the fans.
“If you look at all the things that are important to us, the Johnsonville relationship really hit it out of the park, if I can add a pun,” Schlesinger said.
The multiyear agreement — exact terms were not disclosed — between the Brewers and Johnsonville involves more than sprinting sausages.
In addition to the sausage race, Johnsonville has the naming rights to the Club Level all-inclusive area in Miller Park, formerly known as the Dew Deck.
The costumed Famous Racing Sausages made their first appearance at County Stadium in the late 1990’s, and began appearing at every home game starting in 2000.
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