MillerCoors to pay for naming rights for Milwaukee Theatre

Deal will net $1.75 million for Wisconsin Center District over five years

Last updated on July 2nd, 2019 at 09:32 am

Milwaukee Theater (3)
The Milwaukee Theatre

MillerCoors has signed a five year naming-rights sponsorship agreement for the Milwaukee Theatre in downtown Milwaukee that will net the Wisconsin Center District $1.75 million.

However, officials today said a new name for the building has not been determined yet.

The Wisconsin Center District has been in negotiations with MillerCoors since April and voted on the deal Friday morning during a closed session meeting, said Russell Staerkel, president and CEO of the district.

The Wisconsin Center District will be paid $350,000 per year, or $1.75 million over the life of the five year deal, under the agreement, Staerkel said.

“It’s a fantastic partnership,” Staerkel said. “We’re really looking forward to teaming up with MillerCoors. When you think Milwaukee, you think Miller.”

MillerCoors director of media relations Jonathan Stern said the deal is a renewal of the company’s sponsorship of the Wisconsin Center District and also offers increased digital signage on concourses and exclusive rights within the malt beverage category.

“We want to do whatever we can to keep Milwaukee vibrant,” Stern said, adding that the company has an option to extend the deal for an additional five years.

Under the terms of the agreement, MillerCoors has the option to change the name of the Milwaukee Theatre, however, Staerkel said a name change has not yet been discussed.

“Nothing is brewing at this time,” Staerkel said. “We’re just looking forward to starting our partnership with this iconic company.”

Stern said the deal has just been signed and there would be more information on a possible name change for the theater later this year.

The district owns and operates the Wisconsin Center convention center, the UW-Milwaukee Panther Arena, the Marcus Center and the Milwaukee Theatre. Eventually, the Wisconsin Center District will own the new Milwaukee Bucks arena, under a state law passed this summer.

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