The Green Bay Packers and American Family Insurance announced on Tuesday that they've renewed a 10-year sponsorship deal through the 2023 season.

A Madison-based company, American Family Insurance will remain "The Official Insurance Company of the Green Bay Packers."

One of the more noticeable aspects of the partnership will be the new American Family Insurance Gate on Lambeau Field's east side.

“We’re very happy to continue working closely with American Family Insurance through this 10-year partnership,” said Packers president Mark Murphy. “We share a commitment to Wisconsin residents and the community that will be greatly enhanced with this expanded relationship. The new American Family Insurance Gate is a great addition to Lambeau Field, and will enhance the experience of our fans.”

American Family will also sponsor two interactive fan programs, DreamDrive and DreamZone.

DreamDrive is a newly designed bike event for Packers fans and families at training camp, centered on the storied training camp tradition where Packers players ride children’s bikes to and from practice. Five special bikes, incorporating themes that celebrate Wisconsin’s rich heritage, will be provided for kids to use.

Fun activities for fans and families will also be offered at the American Family Insurance DreamZone, located adjacent to DreamDrive. The DreamZone will operate during the first week of training camp inside of the revamped Tundra Tailgate Zone. 

The dollar value of the sponsorship was not revealed.

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