Summerfest lands Johnsonville as sponsor
The Big Gig has a new brat. Sheboygan Falls-based Johnsonville LLC signed on Friday as a sponsor of Milwaukee World Festival Inc., which produces Summerfest.
The multi-year agreement begins this year and includes a Johnsonville Summerville footprint and stage and designation as the “Official Sausage, Hot Dog and Sausage Stick of Summerfest.”
Financial details were not disclosed. “It’s an absolute honor to be asked to be part of Summerfest,” said Ralph Stayer, retired CEO and owner of Johnsonville. “We wanted this for so many years. We love Summerfest. We come to Summerfest.
“I was born in Milwaukee. Most of our children live in greater Milwaukee. It’s our biggest market. We love Milwaukee. And we love Summerfest. To finally be the sponsor of Summerfest is something that has been a lifelong dream.”
The move comes just weeks after Klement’s Sausage Co. and Milwaukee World Festival mutually agreed to end their sponsorship agreement.
In December, Summerfest organizers sued the firm for more than $1,025,000, alleging Klement’s breached its multi-year sponsorship agreement by not yet paying its 2022 fee.
Once Summerfest and Klement’s parted ways, there was an opening for Johnsonville.
“We have had exposure to Johnsonville in the past but not nearly at this level,” said Don Smiley, CEO of Milwaukee World Festival. “For them to have a stage is a step up in participation. We called and asked them if they would be interested.”
Johnsonville leaped at the opportunity to sign on to Summerfest.
“It was an easy decision,” said Shelly Stayer, Johnsonville owner and board chair. “We’re no stranger to sporting events sponsorships in Milwaukee.”
Johnsonville is the official sausage of the Brewers. According to Summerfest, the Johnsonville Summerville Space will be located on the north end of Henry Maier Festival Park. It will be an outdoor patio-like stage area that will focus on Wisconsin-based artists.
Expect to see plenty of Johnsonville merchandise and products as well.
Summerfest will run June 22 to 24, June 29 to July 1 and July 6 to 8 at Maier Festival Park.