Green Bay Packers acquire Milwaukee-based company that makes iconic Cheesehead hat

The Green Bay Packers made a savvy financial move ahead of training camp. The team acquired Foamation, which is a Milwaukee-based company that makes Green Bay’s classic cheesehead hat.

According to the team’s news release, the couple that founded Foamation approached the team about making a deal. The deal benefits both sides. The Packers have always been the company’s biggest purchaser. Meanwhile, the acquisition will help them ensure the hats are always in stock at the Pro Shop.

Foamation was founded by Ralph Bruno in 1987. Bruno first wore the Cheesehead hat to a Brewers game. The idea came to him while reupholstering his mother’s couch. He was also seeking an opportunity to poke fun at the sports fans south of Wisconsin. He burned holes in the foam to give it a Swiss cheese-like appearance. Bruno then painted it yellow to look like cheddar.

“The one-of-a-kind hat turned out to be a big hit while Bruno was tailgating before the game, and a new tradition began,” the team shared. “The Cheesehead has since become a universally recognized symbol for Wisconsinites and Packers fans.”

Packers acquire Cheesehead maker Foamation

After 30 years in the business, the Brunos are passing on their beloved company to the team.

“The popular Cheesehead hats have come to represent Packers fans all over the world and we’re excited to officially welcome this special brand to the Packers organization,” said Packers vice president of marketing and fan engagement Gabrielle Dow. “We’re looking forward to building upon the legacy the Bruno family has created over the years and offering our fans even more Cheesehead items to love.”

The team’s leadership has assured that all Cheesehead hats and related foam products will continue to be manufactured in Wisconsin.

“After many years of working with family and friends to build the Cheesehead brand, we are pleased to pass it on to the Green Bay Packers,” Ralph Bruno said. “We have had a very special relationship with the Packers over the years. My wife, Sue, and I are both very excited about what the Packers can do with the Cheesehead going forward.”

Green Bay continues training camp this week with padded practices. The first game of the preseason is on Aug. 11 versus the Cincinnati Bengals. Fans can pick up new Cheesehead hats at their first preseason home game versus the Patriots the following week. On the team’s Pro Shop website, the hats are just $25 for adult-sized and $20 for kids.