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MLB’s Brewers claim first with innovative golf experience

The Milwaukee Brewers Major League Baseball franchise has signed a wide-ranging partnership with high-end golf simulator X-Golf America to bring a range of new experiences to American Family Field.

As part of the deal, American Family Field will receive a state-of-the-art indoor golf experience and a first-of-its-kind entertainment venue for a ballpark in MLB. The partnership will also mark the first-ever X-Golf location in a sports stadium.

The 11,000-square-foot facility will debut late in the 2022 season and will be open year-round, during Brewers games, and on non-game days. The facility will be located in what was previously the Stadium Club and will feature seven indoor golf simulator bays over two floors, with three bays to offer expansive views of the playing field.

The X-Golf facility will feature traditional country club and mid-century modern décor, as well as two full bars and unique seating areas with views of Brewers games. Delaware North, American Family Field’s official concessionaire, will partner with local vendors to create a menu of specialty drinks and pub fare for the experience.

X-Golf’s simulation bays combine cameras, infrared lasers, impact sensors and advanced gaming software. The venue will be owned and operated by Shawn DeMain and Luke Larson, in partnership with the Brewers.

The facility, which will host golf leagues and tournaments, will have a licensed PGA professional on staff who will be integrally involved in golf lessons and club fittings. Fans will be able to make reservations for simulators on game days, with Brewers tickets to be required.

Rick Schlesinger, president of business operations for the Brewers, said: “We are pleased to partner with X-Golf to bring an approachable and interactive experience to American Family Field that fans can enjoy year-round. Merging two great passions of our fans – baseball and golf – will add a new element of fun and engagement at the ballpark.”

Ryan D’Arcy, president and chief executive of X-Golf America, added: “Launching our first X-Golf partnership with a world-class sports organisation is a significant milestone for our brand. The growing trend of expanding entertainment options for fans certainly lends itself perfectly to the X-Golf model. We look forward to welcoming guests to enjoy our state-of-the-art golf technology while watching the Brewers take home Ws.”

Image: X-Golf America