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How Fiserv became the new Bucks arena sponsor

Posted at 5:50 PM, Jul 26, 2018
and last updated 2018-07-26 18:50:47-04

MILWAUKEE -- The new Milwaukee Bucks arena will be sponsored by Fiserv and be called Fiserv Forum, the company announced Thursday.

Fiserv has signed an exclusive naming rights agreement for the Wisconsin Entertainment and Sports Center (WESC). Financial terms of the 25-year deal have not been disclosed.

The financial details were not disclosed as part of the agreement. We’re going to stick with that,” said Fiserv CEO Jeff Yabuki. 

Bucks President Peter Feigin said conversations with Fiserv started a couple years ago. News broke back in the end of May that Fiserv would eventually be named the naming rights sponsor. Both the Bucks and Fiserv denied the reports. They said on Thursday that negotiations weren’t complete at that time. 

Inside the Bucks’ $524 million arena, a splash of orange immediately gives it away on the scoreboard and the court. It is officially Fiserv Forum. 

 "This is an opportunity for Fiserv to take our brand to the next level,” said Yabuki.  

Yabuki said the Brookfield-based company is ready to become more well-known through this sponsorship. Fiserv Form signage will also be featured on the exterior facade, rooftop and all around the atrium inside the arena. 

“Had it not been a brand new state of the art, world-class arena, we wouldn’t have been interested,” he said. 

Feigin said Fiserv Forum not only has a ring to it, he thought it was preferable over Fiserv arena to stand out. 

“We think not being another arena really helps that happen,” Feigin said. 

“For us, we have one very large client and associate event each year and we call it Fiserv Forum,” Yabuki said. 

The new venue will celebrate its grand opening on Aug. 26.

"Host to more than 200 events annually, Fiserv Forum will welcome world-renowned artists such as Justin Timberlake, Pink, Elton John, Fleetwood Mac and the Foo Fighters in its inaugural year. The Killers will headline the grand opening concert on Tuesday, Sept. 4," a news release said.