Dairyland® extends Forward Madison FC jersey sponsorship

Close-up view of a jersey featuring the Forward Madison and Dairyland logos
Close-up view of a jersey featuring the Forward Madison and Dairyland logos
February 26, 2022

Sponsorship helps grow professional soccer and build community through the club's charitable work.

MADISON, Wis. (February 26, 2022) - Dairyland® insurance has renewed its agreement with Forward Madison FC to be the team's primary jersey sponsor. Dairyland will continue to serve as one of the club's main commercial partners, and its logo again will be featured on the front of Forward Madison's jerseys during the next three seasons. Dairyland, a brand of Wisconsin-based Sentry Insurance, was the inaugural jersey sponsor when the club launched in 2019.

Forward Madison unveiled its preseason shirt today, which players will first wear on Saturday, February 26, when the club plays Marquette University's men's soccer team at Valley Fields—a domed complex—in Milwaukee. The club plays home games at Breese Stevens Field in Madison.

It's Forward Madison's first gray shirt. Stylish and bold, it features floral print on the sleeves that give it life and flavor, while the pink sleeve caps add an element of Forward Madison's primary color scheme to the jerseys in a subtle way.

Dairyland renews jersey sponsor agreement with Forward Madison

The Dairyland team, based in Madison, remains an ideal match for the club, said Forward Madison Chief Operating Officer and Owner Conor Caloia.

"Dairyland insurance has been an amazing supporter of Forward Madison since before we even kicked our first ball in 2019," Caloia said. "Dairyland shared our vision for what professional soccer could be in Madison and beyond. We look forward to growing our brands together over the next three years and beyond."

Dairyland President Pete Anhalt said the company’s Forward Madison sponsorship has helped the insurer realize a goal of becoming a bigger part of the Madison community. The club cares about playing a positive role in the community, which aligns well with Dairyland.

“We’re well aligned in that Forward Madison is an ambitious club,” Anhalt said. “They’re about growing their presence, having more fun, making a bigger community impact. Same with Dairyland.

“We’ve got huge plans for our businesses. And it mirrors what Forward Madison is trying to do. Be bigger, better, and appreciate the customers you have—while serving them in a more unique way. Taking it beyond their satisfaction to real excitement and passion.”

While Forward Madison works to deepen professional soccer’s roots in Madison, it also supports grassroots growth of the sport as well through its charitable work in the community.

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®:

Dairyland is a brand of the Sentry Insurance GroupAuto and motorcycle policyholders of Dairyland brand insurance receive multiple coverage options, money-saving discounts, and outstanding customer service. For more information, including underwriting companies, visit

For more information, please contact:

Carolyn Schamberger
Mobile: 715-315-9929

Rick LaFrombois
Mobile: 715-581-9396

Evan Warwick