The home venue of Major League Baseball’s Milwaukee Brewers will be officially known as American Family Field as of January 1, 2021.
A long-standing naming-rights deal with beer brand MillerCoors finishes at the end of the 2020 season and wasn’t renewed, forcing the rebranding of its current name Miller Park.
American Family Insurance secured the naming rights to the Brewers’ ballpark last January in a 15-year deal worth an estimated $4m a year.
“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.
American Family Insurance also acquired the naming rights to the Brewers’ spring training facility in Maryvale, Arizona, which is now known as American Family Fields of Phoenix.
Meanwhile, Atlanta Braves’ ballpark has been officially unveiled as Truist Park following last year’s mega-merger between US banks SunTrust and BB&T, in turn creating the new Truist brand name. Truist Park will also be the venue for the 2021 MLB All-Star Game.