MILWAUKEE — One of downtown Milwaukee’s most recognizable entertainment venues could be keeping its iconic name for another five years.
The Wisconsin Center District (WCD) is negotiating an extension of its naming-rights agreement with Molson Coors for the Miller High Life Theatre.
The current agreement is set to expire at the end of 2026, and earlier this year, there were indications the theatre could lose the Miller High Life name.
However, during a WCD committee meeting October 15, interim President and CEO Peggy Williams-Smith said negotiations are progressing toward a five-year extension.
“Those negotiations are progressing well, and we’ll keep the committee informed as we move towards finalizing that agreement,” Williams-Smith said.
WCD Board Chairman Omar Shaikh also expressed optimism about keeping the Miller High Life name, telling the Milwaukee Business Journal that negotiations are close to completion.
“For us to have a name as iconic to Milwaukee on that building is crucial,” Shaikh said.
The theatre has carried the Miller High Life name since 2017.
Wisconsin Center District officials have not announced when a final agreement with Molson Coors could be completed.
