The Green Bay Packers and American Family Insurance today announced a multi-year renewal and expansion of the partnership between the Packers and Titletown and the Madison, Wisconsin-based insurance company.
The partnership is highlighted by American Family's sponsorship of Lambeau Field's east side gate – the American Family Insurance Gate – which welcomes fans to Lambeau Field throughout the year.
American Family also continues to sponsor DreamDrive, which just completed its 11th season in 2024. DreamDrive is the unique bike event for Packers fans and families at training camp, centered on the storied training camp tradition where Packers players ride children's bikes to and from practice. Five special bikes, incorporating themes that celebrate Wisconsin's rich heritage, are provided for kids to use.
American Family will also continue their presenting sponsorship of Titletown Gameday Live, which began during the 2023 season. Titletown Gameday Live is enjoyed by fans four hours prior to each Packers home game at Titletown, just to the west of Lambeau Field. The popular pregame event includes live music, an array of food and beverages, entertainment and games for fans of all ages. Fans can also visit the American Family Insurance House onsite for games, giveaways and to enter sweepstakes.
The expanded partnership includes a Draft-themed sweepstakes, presented by American Family Insurance. The sweepstakes, which will launch in February 2025, will offer the opportunity for one lucky fan and a guest to win a trip to the 2025 Draft in Green Bay, including airfare for two and a two-night hotel stay.
"We're pleased to renew our partnership with American Family Insurance," said Packers President/CEO Mark Murphy. "They have been a valued partner over the years and we appreciate the opportunity to work with another Wisconsin-based company that shares our commitment to the community. From our collaboration on training camp fan programs to their presence at Lambeau Field and Titletown, along with our joint efforts to give back to those in need, we look forward to our continued partnership."
The renewal of the partnership allows American Family Insurance and the Packers to continue their shared commitment to local communities through charitable efforts. In 2023, the two organizations focused on young athletes, donating new state-of-the-art helmets to 10 Wisconsin high school football teams as part of the Packers Give Back program. During the height of the COVID-19 pandemic, American Family and the Packers teamed up to surprise six local, Black-owned businesses with six months of rent relief to help support entrepreneurs of color.
American Family and the Packers have a long tradition of working together to support Wisconsin-based charities dating back to 2005. Previous charitable initiatives include the Packers Breast Cancer Cap campaign with $1 million in funds raised to support the fight against breast cancer, and the Packers Heart Cap campaign, raising $435,000 for heart disease research and prevention.
"American Family is proud of the long and successful relationship we've enjoyed with the Packers, two organizations whose brands align around inspiring dreams of the customers and communities they serve," said Sherina Smith, American Family Insurance Group chief marketing officer. "When fans walk through the American Family Insurance gate, participate in DreamDrive, register for a promotion, or celebrate at Gameday Live, we hope they're reminded of this strong and enduring partnership and that at Lambeau – fearless dreamers are protected under our roof."
In other related news, American Family announced in June that Packers quarterback Jordan Love will serve as the company's newest brand ambassador. Love will be featured in a new American Family Insurance marketing campaign debuting Nov. 11.
American Family was also the presenting sponsor of the first-ever "Winter Warning" game on Oct. 20, aimed at creating an electric game atmosphere with players wearing white uniforms and helmets and fans in the entire stadium wearing white to match.
About the American Family Insurance Group: American Family Insurance Group, a mutual holding company based in Madison, Wis., has been serving customers since 1927. We inspire, protect and restore dreams through our insurance products, exceptional service from our agency owners and employees, community investments and creative partnerships. American Family Insurance Group is the nation's 12th-largest property/casualty insurance group, ranking No. 243 on the Fortune 500 list. The Group has a current 'A+' credit rating through AM Best, and has distinction as a "Standing the Test of Time" company, which is represented by having an AM Best financial strength rating of 'A' or better for 75 years. The group sells American Family-brand products, primarily through exclusive agency owners in 19 states. The American Family Insurance Group also includes CONNECT, powered by American Family Insurance, The General, Homesite and Main Street America Insurance and has approximately 12,000 employees nationwide.
