Another national name joins the WCD’s growing list of partners.
MILWAUKEE– (March 3, 2026) The Wisconsin Center District just got a little sweeter with a new partnership with Ben & Jerry’s.
“We’re thrilled to partner with Ben & Jerry’s to enhance the guest experience across our venues,” said Wisconsin Center District President and CEO Marty Brooks. “This collaboration brings together two brands that share a commitment to quality, community, and creating unforgettable moments — whether it’s at a concert, a game or a major convention.”
The iconic ice cream brand will now bring its world-class flavors to events at Baird Center, UW-Milwaukee Panther Arena and Miller High Life Theatre, served up by Milwaukee’s own Ben & Jerry’s franchise. Co-owners Tricia and Fred Rasmussen are lifelong educators — Fred, a school administrator, and Tricia, a retired kindergarten teacher — from Illinois. who traded classrooms for cones and share a passion for Ben & Jerry’s social justice-driven mission and meaningful community impact.
In addition to their popular Third Ward storefront, the Rasmussens have now added a permanent stand inside UW-Milwaukee Panther Arena, along with mobile operations like a Ben & Jerry’s ice cream truck and a classic branded pushcart, bringing their signature scoops to events across Wisconsin Center District venues.
“We’re thrilled to welcome Ben & Jerry’s to the Wisconsin Center District family,” said David Schneider, Vice President of Corporate Partnerships. “This partnership brings a beloved brand with strong local roots into our venues while giving them the opportunity to connect with hundreds of thousands of guests each year. It’s a great example of how partnering with WCD helps businesses grow their visibility while enhancing the experience for our guests.”
For more information about current Wisconsin Center District Partners, visit https://wcd.org/about-us/partners-sponsors/.