Packers Announce Major Partnership With Miller Brewing Company -- Titletown Atrium Plans Unveiled


The Green Bay Packers announced at a news conference in Green Bay Monday that the organization has entered into a long term, exclusive partnership agreement with Miller Brewing Company and its statewide distributors. The agreement will play an integral role in the new, 366,000 square foot, five story, Titletown Atrium at Lambeau Field.

Green Bay Packers President Bob Harlan said, "We're pleased that a great company like Miller, with a strong Wisconsin history, will be our partner in this venture." He went on to explain what Titletown is all about. "Titletown will be a 365 day a year, premier destination for Packers fans from around the world. It will feature restaurants, numerous interactive displays in a Packers "Fan Zone," the Hall of Fame, the Pro Shop and exciting events and activities that will draw families and fans alike." The Titletown Atrium is part of the $295 million Lambeau Field renovation project and is located on the east side of the stadium-seating bowl.

Features of the 10-year partnership deal with Miller Brewing include:

  • Miller sponsorship of the main entrance gate at Titletown; an impressive 84-foot high by 196-foot wide span of glass.
  • Miller will become the "Official Beer Sponsor" of the Green Bay Packers
  • Extensive signage throughout Lambeau, including major scoreboard signage
  • Promotional activities and events
  • Miller will have exclusive rights to the Packers team marks, allowing it to use the Green Bay Packers, Lambeau Field and Titletown trademarks in both permanent and non-permanent point of sale advertising materials.

The dollar amount of the agreement was not disclosed for proprietary reasons.

Miller Brewing president and chief executive officer, John Bowlin, said, "We are delighted to extend our relationship with the Green Bay Packers and solidify our partnership with the most storied sports franchise in Wisconsin, as well as one of the most recognized football teams throughout the country. This partnership firmly demonstrates the commitment that Miller Brewing Company and its statewide distributors have to the Green Bay Packers, the State of Wisconsin and football fans in the state and around the country." He went on to say Miller is excited to be a part of the development of Titletown and the redevelopment of Lambeau Field, "turning it into the premier football stadium in the country, while still preserving the heritage of the stadium and the team."

Harlan thanked Bowlin, Miller and its distributors for playing an important role in Titletown and with the Packers, saying the firm's financial commitment and partnership effort will help keep the Packers franchise and its history alive for future generations of fans. "Miller Brewing Company has long been one of our biggest corporate backers, so it is wonderful to see this relationship enhanced and expanded. We appreciate their commitment, their involvement and their interest in working with us, as Lambeau becomes the premier destination for football fans from around the world."

After drawings of the new Titletown Atrium were displayed, Packers' Executive Vice President John Jones explained that the area is vital to the Packers for several reasons. "Our games have phenomenal drawing power and they do provide revenue from the standpoint of ticket sales and television revenues," he said. "But we need additional revenue streams that are consistent and year-round. Titletown will provide us with that." Jones went on to point out that more than three million people live within a three hour radius of Lambeau and, if you add in Chicago, the Upper Peninsula of Michigan and other areas within four hours of Lambeau, that number increases to just under 10-million people. "That is an incredible market to draw from," he said. In excess of one million people per year are expected to visit Titletown and Lambeau each year.

Jones said drawing people to Titletown is important, and that's something Miller will also be able to help with. "Miller has a great name and is known worldwide. It's a company with strong Wisconsin ties and they have exceptional marketing skills. All of that is a plus for us, as well as our fans."

Jones added, "This is another example of why partnerships are so important to the Packers. We are very grateful to the residents of Brown County for partnering with us by approving a half-cent sales tax to help pay for the renovation."

"Now, with other partners like Miller stepping forward," he said, "we can ensure this will be a first class facility that will become a local gathering place as well as a major tourism draw. We anticipate that others will now want to join in this exciting venture."

Green Bay Area Chamber of Commerce Executive Director Duanne Swift praised the economic impact that will result from the renovation and partnership, saying, "It's clear that the new Lambeau Field and the Titletown Atrium will draw thousands and thousands of tourists to our area each year," he said. " In turn, that means more business for local business, more jobs for local residents and a measurable boost to our economy. Many communities would love to have this kind of opportunity."

Swift also praised the partnership between Miller and the Packers. "Anytime you can solidify a good partnership - it has positive results all around. It will benefit fans and customers alike and help keep the franchise strong financially. Bottom line, it's good news for Green Bay and Brown County."

The first public area to open in the Titletown Atrium will be the new Packers Pro Shop. The 8,000 sq. foot Pro Shop, which includes a 6,500 sq. foot retail store, will hold a grand opening on August 8, 2002. Other public elements, including the Hall of Fame and restaurants, will open in late summer 2003, coinciding with the completion of the Lambeau Field renovation project.

"This will be an outstanding facility that Packers fans can be proud of," said Harlan. "We are grateful to the community, for Miller and to all of our partners for helping us grow and expand our franchise and its history."


Additional information about Titletown Atrium:

  • The Titletown Atrium is 366,000 square feet, 5 stories high and features an 84-foot tall, 196-foot wide wall of glass at its main entrance.
  • The Atrium will feature restaurants ranging from full service to game day only food stands. The exact mix of the restaurants has not yet been determined, but it is anticipated it will include several local favorites.
  • Meeting and banquet rooms will be available for events and activities.
  • The Atrium will be home to the new, 25,000 square feet Green Bay Packers Hall of Fame, which will feature 19,000 square feet of displays and interactive opportunities.
  • The Packers Pro Shop will total approximately 8,000 sq. feet, with more than 6,500 sq. feet of retail shopping space. The outlet will feature hundreds of new items and a fully restored, vintage 1957 Ultimate "Packers" Pickup truck donated by Bergstrom Auto.
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