The new home of the Milwaukee Bucks NBA basketball team will be called the Fiserv Forum, as The Killers were announced to perform at the arena’s grand opening concert on September 4.
Fiserv, a Milwaukee-based company, has signed a 25-year deal with the Bucks to take on naming rights to the arena, which will open on August 26. Fiserv is a leading provider of financial services technology solutions.
As well as serving as the home of the Bucks, the Fiserv Forum will host games played by Marquette University’s Golden Eagles men’s basketball team. Fiserv branding will feature on the Forum’s exterior façade, playing surface, rooftop and through the downtown Milwaukee facility.
“We are excited to partner with the Milwaukee Bucks to create an unprecedented opportunity to elevate our brand as one of the world’s leading providers of financial technology and payment services,” Jeff Yabuki, president and chief executive of Fiserv, said.
“We also expect this arrangement to further differentiate our brand in support of our purpose of delivering value and excellence to our clients every day.”
The Bucks and Fiserv chose the name ‘Fiserv Forum’ as a nod to the company’s annual client experience event, which bears the same name.
Bucks owners Wes Edens, Marc Lasry and Jamie Dinan said: “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.
“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. As Fiserv Forum becomes an internationally recognised venue, we are excited to be an instrumental part of furthering Fiserv’s brand as a leader in its industry. Fiserv Forum will be the entertainment and sporting heart of our city and will deliver memorable experiences for fans and families in Wisconsin for generations to come.”
The Bucks also announced yesterday (Thursday) that The Killers will headline the grand opening concert at the newly-named arena on September 4. The concert will also feature Milwaukee natives Violent Femmes. The concert will mark The Killers’ only Midwest appearance this fall.
The Fiserv Forum will have a capacity of 17,500 and will replace BMO Harris Bradley Center as the Bucks’ home arena. In May, TheStadiumBusiness spoke to the arena’s general manager Raj Saha to get the lowdown on the venue.
Image: Milwaukee Bucks