Summerfest and Briggs & Stratton Announce Sponsorship Extension and Details on Showcases, Giveaways, Lineup, and More

MILWAUKEE, WI (May 15, 2025) – Milwaukee World Festival, Inc. (MWF), producer of Summerfest presented by American Family Insurance, and Briggs & Stratton are thrilled to announce a multi-year extension of its sponsorship of the Briggs & Stratton Big Backyard Stage with Miller Lite and CBS 58. This agreement builds on a 27-year collaboration and reaffirms a shared commitment to the Milwaukee community.

As part of the renewed agreement, Briggs & Stratton retains exclusive naming rights to the stage and introduces several new initiatives launching in 2026 including product donations to support operations and maintenance throughout Henry Maier Festival Park, sponsorship of Summerfest Tech’s volunteer program, and more to be announced.

“Briggs & Stratton has been a longstanding sponsor of Summerfest for nearly three decades and we are grateful for their continued support,” said Sarah Pancheri, President and CEO of Milwaukee World Festival, Inc. “We are honored to work with partners who continue to invest in the Milwaukee community and share a similar vision to deliver a world-class experience for our fans.”

“We are proud to continue building on our 27-year partnership with Summerfest, an event that reflects the vibrant spirit of Milwaukee–a city our employees and customers call home,” said Briggs & Stratton CEO Kristina Cerniglia. “This collaboration is about bringing people together, celebrating local talent, and investing in our community. Together, we’re strengthening the connections that make Milwaukee a special place to live, work, and thrive.”

During Summerfest 2025, Briggs & Stratton will present a number of interactive showcases and experiences that highlight the brand’s innovation and community spirit:

• June 19 – Experience Vanguard engines and batteries in action.
• June 26 & 27 – The Briggs & Stratton Racing Team will showcase high-performance engines, and fans can sit inside a real sprint racing kart that competed in a 24-hour race.
• July 3 – Get a feel for the Ferris zero turn mower’s patented suspension technology.

Festgoers who stop by the Briggs & Stratton showcases will also have the opportunity to win a wristband for access to the NEW stage pit area for that evening’s headliner performance.

The Briggs & Stratton Big Backyard will once again be a fan-favorite destination with a lineup featuring national and emerging artists. This year’s schedule includes Aly & AJ, Everclear, Natasha Bedingfield, Nessa Barrett, MJ Lenderman, Fountains of Wayne, The Warning, Malcolm Todd, and many more. Don’t miss Briggs & Stratton employee Todd Cameron, who will take the stage with his Nashville-based band on Friday, June 20 at 6:00 p.m.

On Saturday, June 21, from 12:00–3:00 p.m., Summerfest and Briggs & Stratton invite fans to take part in a special admission promotion supporting the United Way of Greater Milwaukee & Waukesha County’s Mary Lou’s Closet program.

• The first 1,500 patrons who donate new socks (highest need), deodorant, or oral hygiene items (toothbrush and toothpaste) totaling $10 or more to receive FREE admission for that day and time.
• All donations will benefit local students through the Milwaukee Community Schools Partnership.

To help prepare Henry Maier Festival Park for the upcoming festival season, Briggs & Stratton employees will volunteer on Thursday, May 22, planting flowers throughout the grounds, prior to the first festival, Festa Italiana, which opens on May 30.

For more information and to see the full lineup for the Briggs & Stratton Big Backyard with Miller Lite and CBS 58 visit Summerfest.com

About Summerfest presented by American Family Insurance

Summerfest presented by American Family Insurance is one of the most iconic celebrations of music in America, hosting the industry’s biggest acts for an unforgettable live music experience. Since its inception in 1968, Summerfest continues to distinguish itself as a premier independent national music festival and has developed an unrivaled reputation, consistently featuring hundreds of performances across 12 stages, throughout the permanent 75-acre festival grounds along Lake Michigan. Summerfest will take place over three weekends – June 19-21, June 26-28, July 3-5, 2025. For the latest information, visit Summerfest.com, or Facebook, X, Instagram and TikTok: @Summerfest.

Milwaukee World Festival, Inc., producer of Summerfest, continues to fulfill its nonprofit mission of bringing the community together and providing a showcase for performing arts, activities, and recreation to the public, through music and special events.

NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.