The purchase of naming rights is old news, but beginning in 2021, the actual new name of the Milwaukee Brewers ballpark will be American Family Field. The new name, which incorporates the sponsor’s name and reflects the family-oriented atmosphere that fans prefer, was a collaborative decision made by American Family Insurance and the Milwaukee Brewers.
The name change, which is part of a long-term sponsorship agreement between American Family and the Brewers, will be in place at least through 2036. The agreement includes American Family having naming rights for the ballpark beginning in 2021 and continuing for 15 years.
The ballpark will continue to be named Miller Park for 2020, but the new 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,” notes Jack Salzwedel, American Family chair and executive officer. “The name is short, simple, and sweet with its alliteration of ‘Family’ and ‘Field.’”
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.
