American Family, Milwaukee Brewers Unveil New Logo For Ballpark

MILWAUKEE, WI – American Family Insurance on Thursday unveiled the logo that will be on display at the Milwaukee Brewers’ home ballpark once the Madison-based company takes over naming rights of the current Miller Park in January.

As of Jan. 1, the ballpark will be known as American Family Field.

The company announced in a news release Thursday that the logo is a collaboration between American Family and the Brewers. American Family announced a 15-year partnership with the Brewers in January before the new logo, which includes the ballpark’s retractable roof was released on Thursday. Company officials said that merchandise including the new logo will be available soon.

“The American Family Field logo we unveil today is as much about the Brewers and their fans as it is about us, and that sentiment is reflected in the logo’s design,” American Family President Bill Westrate said in a statement issued by the company on Thursday.

“The logo for American Family Field continues our commitment to create a name and look for the ballpark that fans can embrace.”

American Family and the Brewers worked with a Salt Lake City, Utah-based design firm on the logo. Variations of the logo will appear prominently in three locations around the ballpark, including over the main fan entrance to the park facing I-94, on top of the scoreboard and on a free-standing sign facing the interstate, the company announced in the news release.

The same company has also worked with Target Field in Minneapolis and Levi's Stadium in Santa Clara, California.

According to reports, the value of the naming rights agreement is not known. MillerCoors acquired the naming rights for the ballpark in 2008 after a merger between the two beer manufacturers. Miller paid more than $40 million for the naming rights over 20 years in 2001 when the ballpark was built.

The logo unveiling follows a joint $200,000 donation by American Family and the Brewers to the Milwaukee Public Schools Foundation #ConnectMilwaukee initiative, the company announced The initiative provides internet access and equipment to thousands of Milwaukee Public School students and families as virtual learning continues due to the coronavirus pandemic.