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Miller High Life Signs Christens Milwaukee Theatre
- BizJournals, Tuesday, May 2, 2017 8:03 AM
A crew installed signs identifying the Milwaukee Theatre by its new name: the Miller High Life Theatre. The $1.85-million naming-rights deal with the Wisconsin Center District gives MillerCoors exclusive rights to sell malt beverages at the venue. MillerCoors can extend the agreement for another five years beyond its current Oct. 31, 2020, expiration.
