The home of the Milwaukee Brewers will have a different name starting in 2021 with American Family Insurance replacing Miller as the stadium’s naming rights sponsor. It’s unclear what the new name of the presently titled Miller Park will be, but Chicago-based MillerCoors confirmed to the Sun-Times that it will lose the naming rights to the facility after 2020.
“Late last year another Wisconsin company, American Family Insurance, pitched the Brewers an incredibly rich offer for the future naming rights to Miller Park, and we’re proud to welcome American Family to the family we’ve been part of for generations,” a MillerCoors spokesperson said in a statement.
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“While the name on the stadium will change after the 2020 season, we fully expect Brewers fans inside and outside the stadium will continue to celebrate every home run and every strike out with one of our beloved brands.”
The Brewers have a press conference set for 2 p.m. CT to make a “major business announcement.”
Miller Park, appropriately sponsored by one of the largest beer brands in the country for a franchise called the Brewers, opened in 2001 as the replacement for Milwaukee County Stadium. It’s well-known for its fan-shaped retractable roof, which can open and close in roughly 10 minutes.
When the Brewers and Miller first struck a deal on naming rights in 1996, the $41.2 million pact was the largest stadium naming rights deal ever agreed to by an MLB team.
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Miller, one of the oldest breweries in the United States, is currently part of the Molson Coors Brewing Company, which was formed by the 2005 merger of Molson and Coors. The brand was acquired by Molson Coors in 2016 after previous owner SABMiller agreed to divest itself of the Miller brands as part of its merger with Anheuser-Busch InBev.
