The Milwaukee Admirals got a fever, and the only prescription … is more cowbell!
The American Hockey League team is marking the 25th anniversary of the iconic “Saturday Night Live” sketch starring Will Ferrell, Chris Kattan, Jimmy Fallon, Chris Parnell, Horatio Sanz and host Christopher Walken by rebranding as the Milwaukee Cowbells for two games in late February. The change also honors Admirals fans and the cowbells they ring in the stands at UW-Milwaukee Panther Arena; the team says they’ve sold nearly 15,000 cowbells to fans since 2016.
The rebrand will include specialty jerseys with a new Milwaukee Cowbells logo on the front. The logo is, naturally, a blue cowbell with “MILWAUKEE COWBELLS” written in white on one side. The end of the cowbell is a mouth with white teeth and a red tongue, which “yells nearly as loudly as our fans,” according to the team.
The logo sits on the front of the solid copper jersey, which has no striping on the sleeves or waist. The collar is solid navy blue, and the numbers on the sleeves and back and the names on the back are white with blue outlines.
A patch on the right shoulder has “MORE” written out in navy blue inside a white circle with a blue outline. “MILWAUKEE” is written in smaller blue font along the top of the circle, while “COWBELLS” is written out along the bottom. Copper stars fill the white space in between.
The socks are solid copper with “MORE” written in white on the knees. The jerseys will be paired with navy blue pants, helmets and gloves.
The Cowbells jerseys and logos were designed by Traction Factory, a creative agency based in Milwaukee.
The Admirals will transform into the Cowbells for their home games on Tuesday, February 25, against the Lehigh Valley Phantoms and Friday, February 28, against the Iowa Wild. Game-worn jerseys will be auctioned off to benefit the Admirals Power Play Foundation.
Along with the jerseys, the team is selling Cowbells-branded merchandise, and their mascot Roscoe will “reveal an alter ego” named Moe Bell. SNL alum Chris Kattan will be at the game on February 25 to sign autographs and take pictures with fans. The first 6,000 fans at the February 28 game will receive a free cowbell, and the Admirals will attempt to set a world record for the most cowbells rung simultaneously (the current record is 5,748, set in 2003 at Mississippi State).
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