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Brewers strike revised extension with Molson Coors

A rendering of the Milwaukee Brewers' planned Miller Lite Landing

Major League Baseball’s Milwaukee Brewers have signed a multiyear extension with Molson Coors to keep the company as the club’s official beer partner even as the company prepares to vacate its naming rights entitlement for the Brewers’ ballpark.

American Family Insurance will take over on January 1, 2021, the naming rights for what is now known at Miller Park and rebrand the facility American Family Field. But Molson Coors, the parent company of beer brand Miller, through a series of other entitlements at the ballpark.

The new deal between the Brewers and Molson Coors calls for the construction of the Miller Lite Landing, a communal space locate in the left-center field loge level of the stadium. The viewing deck, described by the club as an “enhanced seating experience” complete with a variety of TVs, rails with cold drink holders, and charging stations for mobile devices, extends a fast-growing trend within Major League Baseball to develop such areas. 

The Seattle Mariners and New York Yankees in recent days also announced plans for similar social gathering spaces at their facilities in 2020.

The Miller Lite Landing in Milwaukee will be situated near the famed Bernie Brewer slide at the ballpark, where the team mascot slides down after Brewers home runs.

Arriving later in the 2020 season at the stadium is a Terrapin Beer Company bar, spotlighting another of Molson Coors’ lineup of brands.  The former Miller Lite Deck at the ballpark, meanwhile, is also being renamed the Leinie Lodge, showcasing yet another Molson Coors brand, Leinenkugel’s.

“Miller is interwoven with the Brewers’ history and the City of Milwaukee’s history, so we are thrilled to continue our partnership,” said Andrew McGuire, Great Lakes regional vice president for Molson Coors.