Harley-Davidson has ended its longtime sponsorship deal with Summerfest, it was revealed today, leaving the name of the Harley-Davidson Roadhouse up for grabs. We can only assume American Family Insurance will step in, thus officially making Summerfest “Summerfest presented by American Family Insurance, featuring the American Family Insurance Amphitheater and the new American Family Insurance Roadhouse.”

The Big Gig announced the news via Twitter Thursday afternoon:

“Milwaukee World Festival, Inc. is grateful for the two decades that Harley-Davidson was a major sponsor of Summerfest, but that time has come to an end. We are looking forward to a new chapter of the festival, as well as a new stage sponsor in 2021, which will be shared soon.”

“As times change, Summerfest, the Milwaukee business community, and our sponsors evolve, bringing new opportunities,” Summerfest told the Milwaukee Journal Sentinel. “All of us at Milwaukee World Festival, Inc. are looking forward to a new chapter of the festival in 2021, including bringing on new partners to grow Summerfest.”

Harley assumed naming rights of the stage in 1997. Before that, the stage was known as the Pabst Showcase stage.

As for Summerfest, the Big Gig announced earlier this year that its 2021 festival will be spread out over three weekends in July. The 2020 festival was canceled entirely.

R.I.P. Harley-Davidson Roadhouse. And if the American Family Insurance thing falls through, name your price, Summerfest.

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Co-Founder and Editor

Matt Wild weighs between 140 and 145 pounds. He lives on Milwaukee's east side.

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