14:12 PM

American Family Insurance, Milwaukee Brewers agree to stadium sponsorship, community programs


Partnership, plans for new downtown building bolsters company’s presence in Milwaukee.

The home of the Milwaukee Brewers will transition from one legacy company to another as American Family Insurance assumes the naming rights for Miller Park starting in 2021, and continuing for 15 years, the Brewers and American Family announced today.

The partnership agreement coincides with a plan by American Family to increase its community involvement and presence in Milwaukee, including developing a multi-purpose office and community space in the downtown area.

“We are thrilled to support and join the continuing transformation of a franchise and city that mean so much to so many people in our home state,” said Jack Salzwedel, American Family Insurance chair and chief executive officer.

The agreement between American Family and the Brewers includes naming rights to the stadium through 2036, with the final five years predicated on an extension of the Brewers stadium lease. Exact name of the stadium is still to be determined. The agreement also calls for the Brewers and American Family to collaboratively fund community projects, likely in the area of education and one focused specifically on refurbishing youth and high school baseball fields.

Financial details of the agreement are not being disclosed.

Founded and based in Madison, Wisconsin, about an hour’s drive from Milwaukee, American Family is the largest provider of personal auto and homeowners insurance in Wisconsin. Its group of companies employs more than 12,000 people, including 4,275 employees in Wisconsin, and sells American Family-brand products through 2,800 independent contractor agents, including more than 300 in Wisconsin.

American Family succeeds MillerCoors, the title sponsor of Miller Park since its opening in April 2001, the same year American Family started a marketing partnership with the Brewers.

“This new partnership represents an important and powerful message to customers, our employees and American Family agency owners: We are a financially strong, customer-driven and community-minded company,” Salzwedel said.

“We are excited to elevate our partnership with American Family Insurance, a heritage Wisconsin company that has been a sponsor of the Brewers since 2001 and one that shares our core values,” said Brewers Chairman and Principal Owner Mark Attanasio. We look forward to all of the benefits this new partnership will bring to both of our organizations and to fans of the team.”

Why the Brewers and why naming rights on the stadium?

“The Brewers epitomize our brand and values. They are an exciting and emerging franchise, with exceptional talent and a sustainable vision to succeed. They care for their customers. And, they care for their community,” Salzwedel said.

“This is a smart marketing investment for us. We do not have the mega-advertising budget of other large insurance companies. Our marketing philosophy is to pursue creative, authentic and inspiring opportunities that align with the principle of value. This is one of those opportunities."

The Brewers partnership follows American Family title sponsorship of Summerfest and the American Family Insurance Amphitheater on Milwaukee’s lakefront. The company also pledged $250,000 last April to Milwaukee-area Concordia University to help build the Robert W. Plaster Free Enterprise Center and partner on new educational offerings. American Family continues to look for additional community opportunities in Milwaukee.

“Milwaukee is the largest city in our home state of Wisconsin. We’re impressed by the public and private sector passion for revitalization, and we want to be part of that. We plan to join other local companies and community leaders in addressing challenges that could impede even more progress,” Salzwedel said.

Other American Family plans for Milwaukee

A significant element of American Family’s commitment to Milwaukee is its plan to create a multi-purpose office in downtown Milwaukee within the next 2-3 years. The office will contain high-tech work such as data analytics and business innovation, American Family agent recruitment and development, and areas focused on community issues and investment, in addition to other possible functions.

The exact location of the office and the number of employees who will work there are still to be determined.

Read the Milwaukee Brewers news release.

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About American Family Insurance
Madison, Wisconsin-based American Family Insurance group is the nation's 13th-largest property/casualty insurance group and ranks No. 311 on the Fortune 500 list. The company sells American Family-brand products, including auto, homeowners, life, business and farm/ranch insurance, primarily through its exclusive agents in 19 states. American Family affiliates (The General and Homesite) also provide options for consumers who want to manage their insurance matters directly over the internet or by phone. Affiliate Main Street America sells insurance products through independent agents. Web; Facebook; Twitter