Co-branded jersey auction supports local students through the Visit Milwaukee Foundation
Visit Milwaukee and the Milwaukee Admirals announced that their co-branded warmup jersey auction raised $16,000 to benefit the Visit Milwaukee Foundation, a 501(c)(3) nonprofit dedicated to strengthening the region’s hospitality and tourism workforce through scholarships and support for small businesses.
The limited-edition warmup jerseys debuted during the Admirals’ 2024-2025 season as part of a yearlong partnership with Visit Milwaukee. Designed to merge the team’s bold style with Visit Milwaukee’s signature Flow branding, the jerseys reflect the energy, creativity and movement that define Milwaukee’s culture and natural landscape. After the regular season concluded, fans bid on game-worn jerseys through an online auction, generating high engagement while supporting future hospitality leaders across the region.
Proceeds from the auction will fund scholarships for local college students pursuing degrees in hospitality, tourism or event management. These scholarships are awarded through Visit Milwaukee’s educational partners, such as Milwaukee Area Technical College and Concordia University Wisconsin. The Visit Milwaukee Foundation also offers emergency relief grants to small businesses facing unexpected challenges, helping maintain the strength and resilience of the city’s overall hospitality community. The Admirals’ generous $16,000 contribution represents a direct investment in the future of Milwaukee’s workforce and the businesses that shape the visitor experience.
“This is a great example of what happens when sports and tourism work together to give back,” said Josh Albrecht, chief marketing officer at Visit Milwaukee. “Thanks to this partnership and the generosity of the Admirals and their fans, we’re able to support students pursuing careers in hospitality and provide resources to small businesses facing challenges. It’s a meaningful way to invest back in the people who help make Milwaukee a great place to live, work and visit.”
“The response to these jerseys was outstanding, and it showed just how enthusiastic our fans are about supporting this team and our community,” said Jon Greenberg, president of the Milwaukee Admirals. “Partnering with Visit Milwaukee felt natural because we share a common goal: celebrating what makes Milwaukee special. Collaborations like this elevate our profile, strengthen our organization and allow us to give back in meaningful ways.”
Throughout the season, Visit Milwaukee and the Admirals partnered on marketing campaigns, social content and in-game promotions to showcase Milwaukee as both a passionate hockey town and a standout destination. The jersey collaboration became a visible expression of that shared purpose and a creative way to drive tourism, engage fans, and support local talent. It was a win for the team and the community.
The Visit Milwaukee Foundation will continue to grow its reach through efforts like these. To learn more about the foundation or contribute to its mission, visit visitmilwaukee.org/foundation.