New identity set for Milwaukee Theatre under MillerCoors naming-rights deal

Milwaukee Theatre

MILWAUKEE — The Milwaukee Theatre will soon have a new name.

According to the Milwaukee Business Journal, theatre officials reached a deal with MillerCoors — worth about $1.8 million.

The Milwaukee Theatre will be called: The Miller High Life Theatre.

The naming-rights arrangement was announced in January 2016 by MillerCoors and theater owner the Wisconsin Center District. However, no new MillerCoors signs have appeared on the 4,100-seat theater at 500 W. Kilbourn Avenue.

That will change when contractors hoist an electronic “Miller High Life” sign in the shape of Miller’s iconic logo atop a pole structure that already holds an electronic message board, according to documents the Wisconsin Center District filed with the city of Milwaukee.

CLICK HERE for more on this story via the Milwaukee Business Journal.