Summerfest—held annually in Milwaukee, Wisconsin—has earned the “World’s Largest Music Festival” title from the Guinness Book of World Records. And for good reason: the massive festival, which spans three consecutive weekends from June 22-July 8, features over 1,000 acts on 12 stages, as well as food, drinks, shopping, and activities for all ages. As the mega-event kicks off today, let’s take a look at the city’s current sponsorship market.

Given Milwaukee’s nickname as the “Brew City” thanks to its rich beer history, it’s no surprise that Miller Lite—a marquee tipple of the Miller Brewing Company, which has operated there since 1855—tops the list of brands with the most sponsorships in the market, at 11 deals. The Milwaukee-based Gruber Law Offices LLC ties with Pepsi for second place with nine partnerships, while American Family Insurance (Summerfest’s presenting sponsor), Jacob Leinenkugel Brewing Company, WE Energies, and Gatorade share the #3 spot with seven deals each.

MLB’s Milwaukee Brewers reign supreme among Milwaukee rights holders with 96 deals, U.S. Cellular and Toyota among them. The American Hockey League’s Milwaukee Admirals trails closely behind with 93 sponsorships, while 2021 NBA Champions, the Milwaukee Bucks, takes the 3rd spot with 78 deals, including BMO Harris Bank and Michelob Ultra. Open opportunities abound for brands to partner with both the Bucks and the Brewers: astonishingly, neither team has a current deal in the high-profile Beer (Import & Domestic), Car Manufacturers (Luxury), and Airline categories.  

On the social media front, the Milwaukee market boasts 4.7M in total engagement, of which 3.4M—a whopping 72%—belongs to the Milwaukee Bucks. Predictably, the Bucks also dominate social media among the city’s properties, clocking in with 11.6M followers. The 2021 NBA Champions’ Instagram post last October 22 with Potawatomi Hotel & Casino, highlighting Giannis Antetokounmpo as Player of the Game, generated 65K impressions, making it Milwaukee’s most engaging social post of the last 12 months.

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