Miller, Leinies and Coors Light themed bars coming to new Milwaukee Bucks arena
James B. Nelson
Miller Brewing Co. was named a "Founding Partner" for the new Milwaukee Bucks arena Thursday, a deal that includes three Miller-branded concession stands in prominent locations.
The new partnership was announced at a news conference at the $524 million arena that's being built just north of the Bucks' present home, the BMO Harris Bradley Center.
“The Bucks are proud that Miller Brewing Co., a fabric of our city, has become a Founding Partner of Milwaukee’s new dynamic arena,” Bucks President Peter Feigin said.
“Miller Brewing Co. has been a longtime partner of the Bucks, and we’re excited to further our relationship and activate our brands together in our new venue.”
The Miller deal does not include the naming rights for the new arena. Feigin has said the team hopes to secure a naming rights deal of up to $10 million a year for 10 years. There has been no indication about when the naming rights will be announced, other than vague comments from Feigin that it would be soon.
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The new arena's three Miller concession stands will include a Miller Brewing Co. bar on the main concourse, and, on the upper concourse, Leinenkugel’s and Coors Light bars.
The Miller bar served as the venue for the announcement, with stainless steel bar equipment, beer taps and Miller signs in place.
"We can't wait to see people sitting here, holding a Miller beer and enjoying a game," Feigin said.
Miller's roots in Milwaukee date to 1855, and the company employs about 1,400 people at its brewery and office complex on W. State St. Miller is now a division of Chicago-based MillerCoors.
Jim Kanter, Miller Brewing General Manager for Wisconsin, noted the long relationship that the company has had with the Bucks, dating to their first season in Milwaukee 50 years ago.
The company will have "all of our products represented here" at "fully integrated bars" that will feel like they are a permanent part of the arena, Kanter said.
Miller also will lease a party suite, the Coors Light Silver Bullet Suite, "which will be an exclusive event space for limited events with a capacity of up to 60 guests," the Bucks said.
Miller will be the "exclusive" beer for the Bucks and the arena, a marketing arrangement that doesn't extend to beer sales in the facility. Products from other breweries will be available at the new arena, said Bucks spokesman Barry Baum.
The Bucks said Miller "will continue to be the title sponsor of the Bucks Bar Network — a program developed for fans to watch Bucks games at featured bars across Wisconsin with drink specials — and the presenting sponsor for the Bucks Night Out ticket package."
After sharing a toast, Feigin and Kanter headed down to the main level of the arena where Miller treated some 600 construction workers to a box lunch.
The Founding Partners are companies that have struck special deals with the Bucks as they prepare to move into the new arena. The partnerships include business relationships, such as the concession stands, and also commitments from the companies that they will join the Bucks in community outreach efforts.
Other partners include BMO Harris Bank, Johnson Controls and Froedtert Hospital. The Bucks have said they hope to have a total of six to eight founding partners.
Miller holds the naming rights for Miller Park, the Milwaukee Brewers stadium. The company paid $40 million, $2 million a year for 20 years, for the baseball stadium rights.
Built with $250 million in taxpayer funds, the Bucks arena is expected to open in late summer.