Almost one year ago to the day, fans in Milwaukee learned that the only name that their current MLB stadium (opened in 2001) has ever known — Miller Park — would be going away following the conclusion of the 2020 season. With the company formerly known as MillerCoors going through a significant transition, including an eventual renaming to “Molson Coors Beverage Company” in October, they chose not to get seriously involved in the stadium’s new naming rights bidding after their original 20-year contract ended. That opened the door for American Family Insurance to swoop in and sign a 15-year agreement with the Brewers that will be worth $4 mil per annum to the team, twice the value of the expiring deal with Molson Coors.
Earlier this evening, it was first reported by talk radio host Mark Belling that the name of the stadium would be officially changed to “American Family Field” once the 2020 MLB season is over. Milwaukee’s baseball beat reporters confirmed that report, and AmFam themselves made an official announcement that beginning on 1 January 2021, the new epithet will go into effect.
We are proud to announce the new stadium name for the @brewers starting in 2021 as American Family Field. We look forward to continuing our commitment to the Milwaukee community and beyond! https://t.co/FQLHem0npC pic.twitter.com/UO3kopHEAc— American Family Insurance (@amfam) January 22, 2020
American Family Insurance also owns the naming rights for Milwaukee’s renovated Spring Training Complex in Maryvale, Arizona, which was dubbed “American Family Fields of Phoenix” last year.