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Industry News

Bucks drink to latest arena founding partner

North American NBA basketball franchise the Milwaukee Bucks has agreed a deal for the Miller Brewing Company to become a founding partner of its new home arena.

Scheduled to open this autumn, the Wisconsin Entertainment and Sports Center (WESC) will house a number of Miller Brewing Co. bars and facilities, with the firm taking on the role of both the exclusive beer and malt beverage partner of the arena.

The Miller Brewing Co. bar and a Leinenkugel’s bar will open within the main concourse area, while a Coors Light Bar will serve supporters on the upper concourse.

The ‘Coors Light Silver Bullet Suite’ will also open on the upper concourse level of the WESC, serving as an exclusive event space with a capacity of up to 60 guests.

Miller Brewing Co. will also benefit from branding and integration throughout the WESC, as well as retain its role as both the title sponsor of the ‘Bucks Bar Network’ program and presenting sponsor for the ‘Bucks Night Out’ ticket package.

“Miller Brewing has enjoyed an incredible partnership with the Milwaukee Bucks since they were founded 50 years ago,” Miller Brewing General Manager for Wisconsin, Jim Kanter, said.

“Having such an extensive history with the franchise makes us even more proud to be named one of the Founding Sponsors of the new arena, and be part of the next exciting chapter for not only the team, but all of Milwaukee.”

Bucks president Peter Feigin added: “Miller Brewing Co. has been a long-time partner of the Bucks, and we’re excited to further our relationship and activate our brands together in our new venue.”

Miller Brewing Co. joins BMO Harris Bank, Froedtert & the Medical College of Wisconsin and Johnson Controls as founding partners of the new arena.

Image: NBA