18:33 PM

American Family Insurance, Milwaukee Brewers collaborate on 2021 ballpark name


American Family Field takes effect on January 1, 2021.

The Milwaukee Brewers ballpark will be re-named American Family Field starting on January 1, 2021, American Family Insurance announced today. The ballpark will continue to be named Miller Park for 2020.

The name change is part of a long-term sponsorship agreement between American Family and the Brewers, announced one year ago. The agreement includes American Family having naming rights for the ballpark beginning in 2021 and continuing for 15 years.

The name American Family Field was a collaborative decision made by American Family and the Brewers. The ballpark logo and other branding elements will be announced later this year.

The name American Family Field incorporates what American Family learned from fans, the Brewers and marketing research that included analysis of the company’s brand and other sporting venue names.

“The name is short and simple. The words ‘American Family’ capture our brand and reflect the family-oriented atmosphere that fans value in the ballpark,” said Sherina Smith, American Family marketing vice president.

As part of the sponsorship agreement, American Family also acquired naming rights to the Brewers spring training complex in Maryvale, Arizona. The complex, which completed an extensive renovation last year, is named American Family Fields of Phoenix.

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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. 306 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 and affiliate Ameriprise Auto & Home sells through partners. Web; Facebook; Twitter