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The Milwaukee Fire Department / Milwaukee Admirals Warm Up Partnership was conceived as a way to bring needed awareness and financial support to the MFD Warm Up Winter (WUW) initiative – a program that provides new winter coats to deserving school-age children in the Milwaukee Public School system.
The six-month program featured branded graphics on the MFD Zamboni that appeared (3x) during each of (38) home games during the regular season. Additionally, the Milwaukee Admirals appeared in one-of-a-kind jerseys (6x) during the season. Gameday-worn MFD jerseys and goalie masks were auctioned on the last night of the program with proceeds to WUW.
Milwaukee Fire Department Warm Up Winter branding was seen by 220,000 Milwaukee Admirals fans during regular season and playoff home games. Value of the program, in cash and in-kind dollars, to the Warm Up Winter initiative was $40,000.