Naming rights to Milwaukee Bucks’ new arena sold in 25-year deal

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The new home of the NBA’s Milwaukee Bucks is in the final stages of completion and has secured a 25-year naming rights deal that will see it be called the Fiserv Forum.

Previously known as the Wisconsin Entertainment and Sports Center, the project, which is estimated to cost over US$500m, will take the name of the financial services and technology solutions company in a long-term deal.

The financial details of the deal were not disclosed, however reports are emerging that it could be anywhere in the region of US$7-10m per year for up to 20 years for the naming rights. The Fiserv brand will be prominently featured on the exterior façade, playing surface, rooftop, and throughout the facility.

The multipurpose facility is scheduled to open on August 26 and sits on a 30 acre (12ha) site, with the Populous-designed venue holding up to 18,000 seats within its striking arch shape.

“We are proud to become a long-term partner with Fiserv, a dynamic international company with a prominent Wisconsin presence, which deeply shares our commitment to bettering and growing Milwaukee,” said Bucks owners Wes Edens, Marc Lasry and Jamie Dinan. “It was clear from the start of our conversations that the Bucks and Fiserv align perfectly in our goals for innovation and leadership, and carry the same passion for excellence.”

Fiserv Forum

Fiserv Forum

August 1, 2018

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As editor of four magazines at UKi Media & Events James brings over a decade of writing about, and obsessing over, technology and cars to Automotive Interiors World, Stadia, Winter Sports Technology International and Auditoria. Responsible for commissioning, writing and editing each issue he’s covered the best (and worst) from around the industry on a continual search to feature the latest innovation or talking point on the next cover.

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