Lake Country Dockhounds Seek New Ballpark Sponsor After Wisconsin Brewing Deal Ends

With about a month to go before the Lake Country DockHounds have their opening day on May 15, the club is looking for a new sponsor for its ballpark.  

The DockHounds announced April 7 that the sponsorship deal it had with Wisconsin Brewing Company and Lake Louie Brewing for the last four years is over.  

Until a new sponsor is found, the stadium will be called DockHounds Ballpark. The organization has hired W Partners to help find a new naming rights partner and other corporate sponsors for the ballpark. 

More: With Milkmen and DockHounds, independent baseball is finding a home in Wisconsin

“As we continue to grow and evolve, we have taken time to listen closely to feedback from our fans,” Bryan Giese, director of marketing and communications for the DockHounds, said in a statement. “One of the consistent themes we’ve heard is a desire for a broader selection of domestic beer offerings during games. With that in mind, we have made the decision to shift our direction as it relates to ballpark partnerships and concessions.” 

Neither the DockHounds nor Wisconsin Brewing responded to requests for comment.

The DockHounds entered the American Association of Professional Baseball in 2022 and Wisconsin Brewing Company had been the stadium sponsor since the beginning.

While it’s not clear why the two entities separated, the club said: 

“The DockHounds wish Wisconsin Brewing Company and Lake Louie Brewing continued success in all future endeavors and thank them for their role in the team’s early years.” 

During the 2025 season, the DockHounds had a total attendance of 86,506 averaging 1,802 per game for 48 games.

One unique part of the ballpark was it hosted its own microbrewery where the “walk-off” light lager was brewed by Wisconsin Brewing Company and sold only at the stadium.

Opening day for the DockHounds is scheduled for May 15 against the Gary SouthShore RailCats.  

Milwaukee Milkmen went through similar change

The Milwaukee Milkmen, the in-state rival of the DockHounds, went through similar stadium sponsorship change years ago.

The Milkmen currently play at Franklin Field but in 2019 it was originally called Routine Field as it entered into a partnership with Franklin business Routine Baseball.

But after that inaugural season, Routine Baseball sued the Ballpark Commons LLC, which developed the property and owns the Milkmen, and claimed the naming rights contract wasn't fully negotiated or signed.

Eventually both sides reached a settlement in 2019 and the Milkmen formed a partnership with the Franklin Tourism Commission to call the ballpark Franklin Field.

More: DockHounds' Ryan Hernandez almost quit baseball, then he became rookie of the year

This article originally appeared on Milwaukee Journal Sentinel: Wisconsin Brewing sponsorship of Dockhounds stadium ends