Dairyland® announces sponsorship of Forward Madison FC jersey for the next three years

Forward Madison logo featuring a pink flamingo
Forward Madison logo featuring a pink flamingo
March 8, 2019

MADISON, WI — Dairyland Insurance has signed an agreement with Forward Madison FC to be the team's primary jersey sponsor. Dairyland will serve as one of the club's main commercial partners, and its logo will feature on the front of Forward Madison's jerseys during its first three seasons.

Forward Madison will unveil the Dairyland-sponsored home and away jerseys on Saturday, March 9 during an event at Breese Stevens Field. According to Vern Stenman, president of Big Top Sports & Entertainment, Forward Madison's ownership group, Dairyland is an ideal match for the club.

“We're delighted to have found a partner in Dairyland that shares our vision of what professional soccer can mean to Madison,” Stenman said. “They have Wisconsin roots, care about the local community, and even the name itself is reflective of Wisconsin values. It's the perfect fit for us.”

According to Dairyland president Pete Anhalt, Forward Madison has already established itself as a club that cares about its community.

“Dairyland Insurance is proud to be a partner to the greater Madison community and now Forward Madison FC,” Anhalt said. “Soccer has an amazing way of bringing people together and we are excited about the opportunity to engage with fans from across the area. We look forward to a great inaugural season in USL League One.”

About Forward Madison FC:

Forward Madison FC is a charter member of USL League One launching in the spring of 2019. Club name, colors and crest were developed with input from the public to build a club that truly represents the community. The club will play its home games at Breese Stevens Field, a multi-purpose stadium listed on the National Registry of Historic Places and located in downtown Madison on East Washington Avenue. More information and registration for the team's weekly newsletter is available at Follow the team on Facebook, Instagram and Twitter.

About Dairyland Insurance:

Dairyland, part of Wisconsin-based Sentry Insurance, provides affordable rates on auto and motorcycle insurance, with multiple coverage options, money-saving discounts, and outstanding customer service. For more information, visit