The two Milwaukee, Wis. companies announced the partnership Sept. 2 at Miller Park, the home field of the Brewers and site of the Harley Owners Group (HOG) rally during Harley-Davidson’s 105th anniversary celebrations.
“For Harley-Davidson, this is not only about local support, but also national outreach,” says Mark-Hans Richer, Harley-Davidson’s chief marketing officer. “With the Brewers we’re creating unique reasons for our owners to ride to Milwaukee all summer, and building passion with young adults as well as strongly diverse national audiences through TV broadcast exposure.”
In a new tradition starting with the Sept. 2 game against the New York Mets, a Harley-Davidson motorcycle will deliver the official game ball for the opening pitch before each Brewers home game.
A new Harley-Davidson Deck will be constructed during the off-season beyond the left-centerfield wall beside mascot Bernie Brewer’s home run slide, providing an elevated seating area for up to 42 guests. Several Harley-Davidson motorcycles will be built into the décor. The agreement also includes LED signage, ticket deals and various in-game promotions. As well, a Harley-Davidson motorcycle will deliver the official game ball before each home game.
The Harley-Davidson Deck will have its own exclusive entrance, called “Gate H-D”. Pricing for the Harley-Davidson Deck hasn’t been announced, but it will include a buffet with two complementary drinks and access to a reserved motorcycle-only parking lot. HOG members will have priority in ordering seats on the Deck at discounted prices.
The new sponsorship agreement comes with the up-and-coming Milwaukee Brewers holding a 4.5 game lead in the National League wild card race. If they manage to hold off their rivals, the Brew Crew will return to the post-season for the first time since 1982 giving Harley-Davidson some added exposure.
“This is a fully integrated sponsorship and one of the most comprehensive deals in Brewers history,” said Rick Schlesinger, Brewers executive vice president of business operations. “We’re thrilled to be working with another one of the great companies that calls Milwaukee home. This is a partnership that not only brings the Milwaukee Brewers and Harley-Davidson together; it will also benefit fans coming to Miller Park.”
The Brewers and Harley-Davidson also plan to organize special ticket packages that include game tickets and admission to the Harley-Davidson Museum. The Motor Company will also hold its annual Rider’s Edge New Rider Course on Miller Park’s parking lots.