Brewers Go to Bat for the UPAF Ride for the Arts

Team manager Craig Counsell and his family will serve as honorary chairs

Kids 12 and under ride free


MILWAUKEE, January 24, 2018– It all started in 1981 as the Uecker Ride for the Arts, then it became the Miller Lite Ride for the Arts and now it’s called the UPAF Ride for the Arts sponsored by Miller Lite.


Wisconsin’s largest recreational bike ride raises dollars for Milwaukee area performing arts groups and will begin and end Sunday, June 3 from the Summerfest grounds. The 5-Mile “Youth” Route, will be sponsored again this year by Brewers Community Foundation. The Brewers stepped up to the plate with an extra donation, which will enable kids 12 and under (with a paying adult) to ride free for any of the routes.


In addition, Brewers manager Craig Counsell and his family will serve as honorary co-chairs and appear in the Ride’s television commercial, produced by media Sponsor WISN-12, and radio spots.


“My family and I are excited to be chairing this year’s UPAF Ride for the Arts,” said Counsell. “This annual tradition started almost 40 years ago with Bob Uecker as the chair so it’s great to carry on that tradition. The Ride has been a terrific way for the Brewers to support the vibrancy of our local performing arts scene, while at the same time recognizing the huge impact arts education and participation has on young people in our community.”


This year’s Ride will again have five routes, 5, 12 (sponsored by Irgens), the 25 (“Own the Hoan,” sponsored by Husch Blackwell), 45 (sponsored by Interstate Parking) and the 70 mile (sponsored by Allen Edmonds).


“The Ride is the unofficial start of the summer lakefront festival season and it’s also a great way to cap off our annual campaign and raise significant dollars to support UPAF Member Groups,” said Deanna Tillisch, UPAF president & CEO.


Registration and pledge-taking is also easier with the launch of a new Ride website at

Again, this year Johnson Financial Group will be providing a rider registration match.


In addition to Miller Lite, other sponsors include: Children’s Hospital of Wisconsin, Sargento, PricewaterhouseCoopers “PwC”, Briggs and Stratton, Aurora Health Care, Eppstein Uhen, West Bend Mutual, Wheel and Sprocket, ManpowerGroup, Green Bay Packers Give Back and Wisconsin Veterans Network.


Craig Counsell and Family


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