American Family Field will be the name of the current Miller Park come the 2021 season, as the Wisconsin insurance firm and the Milwaukee Brewers formally announce the new moniker.
The Brewers and American Family had previously announced a naming-rights deal that kicks in when the present naming-rights deal with MillerCoors expires at the end of the year. The agreement includes American Family having naming rights for the ballpark beginning in 2021 and continuing for 15 years. Also part of a sponsorship/naming-rights deal: the Brewers’ spring-training home is now American Family Fields of Phoenix.
The ballpark logo and other branding elements will be announced later this year.
“The name American Family Field incorporates what we learned from fans, the Brewers and marketing research that included analysis of our brand and other sporting venue names,” said Jack Salzwedel, American Family chair and executive officer, via press release
“The name is short, simple and sweet with its alliteration of ‘Family’ and ‘Field.’ The words ‘American Family’ capture our brand and reflect the family-orientated atmosphere that our research showed fans clearly value in the ballpark.”
Miller Park opened in 2001 as the replacement to County Stadium. The original Miller brewery is within eyesight of Miller Park, dating back to 1855. Miller High Life was introduced in 1903 and Miller Lite in 1975, forever giving the baseball world a series of unforgettable commercials featuring the likes of Bob Uecker and his seats in the front row. But MillerCoors ceased being a Wisconsin-owned concern in 2002 after a buyout from South African Breweries, first under the SABMiller name and then in 2008 when SABMiller and Molson Coors were combined to former MillerCoors, now headquartered in Chicago.
The privately held American Family Insurance is headquartered in Madison, WI. It has, however, expanded its presence in Milwaukee in recent months, announcing the renovation of a downtown building as the future regional center.