Milwaukee Milkmen Rebrand as Franklin Benjamins After Fan Contest

Yes, the team that brought us the “Sweet Teats” in 2021 is up to it again. This season, the Milwaukee Milkmen, an independent team in the American Association of Professional Baseball, will play one game as the Franklin Benjamins on Saturday, August 15, 2026. This rebranding is the result of a fan contest in which supporters submitted ideas for temporary identities. The winning entry, submitted by Lane Hacker, creatively plays on the name of the Milkmen’s home ballpark: Franklin Field.

Photo by Marc Viquez, Stadium Journey

About the Franklin Benjamins

The primary logo centers around Benjamin Franklin, the 18th-century American statesman known for his bifocals, his experiments with electricity using kites, and his role in signing the Declaration of Independence. 

Courtesy of the Milwaukee Milkmen

In the logo, Franklin wears a baseball uniform and his recognizable bifocals while striking a batting stance. Given that Benjamin Franklin appears on the American $100 bill, the team’s branding and uniform design draw inspiration from U.S. currency, featuring a color palette and design elements that reflect this theme.

Previous Two-Day Name Change

In June 2021, the Milwaukee Milkmen, known for their playful rebranding, adopted the name Milwaukee Sweet TEATS for two games. This fun name, a blend of cow imagery and the candy SweetTARTS, highlighted Milwaukee's vibrant culture. The Sweet TEATS sported candy-colored uniforms, taking the field on June 20 and again during the final home stand of the season.

Fans had the opportunity to participate in a jersey auction, with proceeds benefiting the ROC Foundation and its network of over 50 nonprofits. Mike Zimmerman, CEO of ROC Ventures, expressed excitement about the unique color schemes, noting the team's enthusiasm for their bright new look. Sweet TEATS memorabilia was also available for sale.

Courtesy of the Milwaukee Milkmen

Community Engagement

The Franklin Benjamins initiative furthers the team’s commitment to community engagement, showcasing how fan input and local culture can shape a sports team's identity. Fans can look forward to themed promotions and special activities during the Franklin Benjamins' game, such as trivia centered around Benjamin Franklin’s contributions.

As the Franklin Benjamins take the field, fans are eager to embrace this distinctive name while celebrating the team’s rich history and local spirit. Get ready for a memorable season filled with excitement and creativity!