https://www.bizjournals.com/milwaukee/news/2019/01/22/american-family-inks-15-year-stadium-deal-plans.html Very interesting. Thinking about this decision a little more, I really think this is a perfect example of business decisions can sometimes be myopic. The team wants us to believe the decision is between offer1 and offer2, offer3, etc. But it really comes down to: offer1 - "Goodwill" > offer2 where offer 1 = AmFam, offer2 = MillerCoors and "Goodwill" is the impact on your customer base to the decision. The deal is reportedly for $50M over 15 years or roughly $3.33M per year. Let's say MillerCoors was only willing to pay going rate or $2.67M per year or $40M total. Just looking at those numbers it sorta makes sense, but what is the "Goodwill" impact? If we look at it on a per head count coming in the door. The Brewers average 2.56M a year in attendance since MP opened. That would equate to 38.47M paying customers over that 15 year window. So the $10M difference in offers means that the "Goodwill" would equate to roughly $0.26 per customer per visit. You can also look at it as fraction of average ticket price ($26 roughly for the last few years), so the "Goodwill" cost for the renaming is about 1% ($0.26/$26) of the average ticket price to a game. Given the current reaction (not on Brewerfan, but on social media) there are many, many unhappy Brewers fans. In other words, would you be happy with Apple if they made a change to your phone that only had an overall impact of 1% of the cost, but was universally disliked? They wouldn't do it as that "Goodwill" is important to them. The Brewers have a monopoly of baseball in Milwaukee so they can really do whatever they want, but the difference in the two offers is likely 1% of the ticket price and there really isn't a good chance that their is a huge base of fans that really love the idea of changing the name to "AmFamArama Park and claims kiosk" so there is a lot more downside to the "Goodwill" issue. I would think the Brewers could have looked at other methods to close that gap which would have reduced the "Goodwill" hit they are taking, like increasing the ticket prices 1% (or changing parking/suite costs/concession prices) for a quarter per headcount... Hey, that means someone has to do the heavy lifting while it's easy to just go with the bigger numbers...