WisBusiness: Brewers Announce New Marketing Partnerships

By Gregg Hoffmann

MILWAUKEE – The Milwaukee Brewers hope to be involved in a pennant drive this season, but even if they fall out of the race they will still have ties to driving of another kind.

In separate business deals, the Brewers recently announced a partnership with The Milwaukee Mile motor speedway and Mercedes-Benz.

In the first marketing initiative between the team and the speedway, Brewers fans could use their ticket stub from any May home game at Miller Park and redeem it at The Milwaukee Mile ticket office for $5 off a ticket to the Time Warner Cable Road Runner 225, Sunday afternoon, June 4, at The Mile.

Milwaukee Mile visibility will increase at Miller Park, including the Mile’s Mobile Mile Interactive Tour display accompanied by Milwaukee Mile Grid Girls in the parking lot handing out ticket offers to tailgaters. In turn, the Brewers will receive prime visibility on the fan midway on race weekends at The Milwaukee Mile.

”The Brewers and The Milwaukee Mile are two of the area’s greatest summertime traditions, and we look forward to bringing this added value to our fans,” said Rick Schlesinger, Milwaukee Brewers executive vice president – business operations. “This is a relationship that will continue to develop as we move forward.”

“With common partners in Miller Brewing and Klement’s Sausage, teaming up with the Milwaukee Brewers gives a summer-long impression for exposure and cross-promotion,” said Jim Westerman, Milwaukee Mile VP of marketing. “It matches up really well, as we have two big weekends – Champ Car and NASCAR race events – in June, our Indy Racing League event weekend in July, and our ARCA Governor’s Cup weekend at the end of August.”

The World Famous Klement’s Racing Sausages will also be involved in the promotions, but with an added twist to their traditional race. The sausages will be competing in go-karts on the Milwaukee Mile track just prior to the green flag of every major race event in the Klement’s World Famous Racing Sausages Mile-Long Classic.

The Brewers and Mercedes-Benz reached agreement on a three-year marketing and advertising agreement. This partnership includes the naming rights of the new group area located behind the right field fence as the Mercedes-Benz Field Haus. This partnership runs thru the 2008 season.

In addition to the naming agreement, Mercedes-Benz will receive several additional elements as part of the partnership. Mercedes-Benz will be featured on the new LED signage system at Miller Park. The luxury automotive manufacturer will also have the opportunity to showcase their automobiles at a private function for its clients at Miller Park each year.

The partnership between the Milwaukee Brewers and Mercedes-Benz is the first-ever between the team and a luxury automobile manufacturer.

The Mercedes-Benz Field Haus, which sold out for the entire 2006 season in less than two weeks, has become one of the most popular destinations at Miller Park. The group area accommodates up to 75 guests and includes an all-inclusive buffet, private bar and a view of the action from directly behind the right field fence.

“Mercedes-Benz is the ideal partner for this entertainment area,” said Schlesinger. “The Field Haus at Miller Park offers fans a first-class experience unmatched at any other ballpark.”

“This is a great opportunity for our dealers and our brand to be involved with the Brewers and the Milwaukee community,” said Brad Beer, Mercedes-Benz regional marketing manager. “Miller Park is a great venue to showcase our products including the new full-size luxury SUV, the GL450, and we’re looking forward to a strong relationship with the Brewers.”

The latest moves are part of an effort by the Brewers to work out unique marketing and other business relationships with partners. Several months ago, the Brewers announced a joint marketing agreement with the Milwaukee Admirals’ hockey team, which now has several owners with ties to the Brewers, including principal owner Mark Attanasio and pitcher Ben Sheets.

For several years, the Brewers have had a rather unique marketing agreement with UW-Milwaukee, including signage in the bullpen area of right field, an annual UWM baseball game at Miller Park and at one time a program called “Professor Baseball.”