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Miller Park to become American Family Field

American Family Insurance (AmFam) has announced that Miller Park, the home of Major League Baseball (MLB) franchise Milwaukee Brewers, will be renamed American Family Field when its naming rights deal kicks in next year.

AmFam made the announcement a year on from the news that it would become the new naming rights partner for the ballpark, which has been called Miller Park since it opened in 2001. AmFam signed a 15-year contract for the naming rights, with the stadium to take on its new identity from January 1, 2021.

AmFam, a Wisconsin-based company and Brewers sponsor since the club moved into its stadium, said the new identity 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 company said the name American Family Field incorporates what American Family learned from fans, the Brewers and marketing research that included analysis of the firm’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.

Brewery MillerCoors’ existing deal is worth $40m (£30.5m/€36.1m) over a 20-year term. The initial naming rights partnership was signed in 1996 and was said to be key in providing additional investment to keep the team in Milwaukee.

The final five years of the AmFam naming rights agreement is predicated on an extension of the Brewers stadium lease. The lease currently runs through the 2030 season.

The announcement yesterday (Tuesday) marks the latest ballpark name change in MLB. SunTrust Park, the home of the Atlanta Braves, was last week renamed Truist Park following a merger between financial services companies SunTrust Bank and BB&T that occurred last summer.

Image: Milwaukee Brewers