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Milkmen Search for New Ballpark Naming-Rights Partner

Milwaukee Milkmen

The Milwaukee Milkmen (independent; American Association) are seeking a new naming-rights partnership agreement to rebrand the former Routine Field, with hopes of completing a deal by next season.

In September 2018, Milkmen ownership entity ROC Ventures–backed by managing partner Mike Zimmerman–and Franklin, WI-based apparel company Routine Baseball announced a naming-rights agreement for Routine Field, the home of the Milkmen that opened this past summer. A legal dispute arose between the two sides this year, with Routine filing a lawsuit in August arguing that a letter of intent between (LOI ) between the two sides was never signed and that ROC Ventures should not have moved forward with the naming-rights deal. ROC Ventures filed a countersuit in September, alleging that Routine not only failed to pay naming rights, but also did not pay royalties and commitments due after Routine (as part of the transactions between ROC Ventures and Routine) took over Lifestyle Sports Apparel and Korked, another ROC Ventures enterprise that created apparel for Joe Maddon’s foundation. Furthermore, there was a dispute over a $150,000 loan made by ROC Ventures to Routine Baseball, and money due to Harry Caray’s Restaurant Group as part of the Korked takeover.

Ultimately, the two sides reached a settlement in the dispute, and now the Milkmen are moving forward with the search for a new naming-rights partner. The team is currently exploring its options, and is working to have a new name in place by the start of the 2020 season. More from

The team said it is already in talks with several potential name sponsors.

“We hope that it’s one that’s Milwaukee-based,” Zimmerman said. “We also hope that it’s one that sort of shares our larger vision, which is a return on community.”

The plan is to have a new name in place by opening day, but what that name will be is anyone’s guess.

The Milkmen’s home opened in June. It is part of the larger ROC Ventures-led Ballpark Commons development, located in the Milwaukee suburb of Franklin.

RELATED STORIES: Settlement Reached in ROC Ventures, Routine Baseball DisputeCountersuit: Routine Broke Naming-Rights Deal, Not ROC VenturesRoutine Field Naming Rights Subject of LawsuitNew for 2019: Routine Field

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