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New Milwaukee Bucks Arena to be named Fiserv Forum

MILWAUKEE (CBS 58) -- The Milwaukee Bucks and Fiserv, Inc., a leading global provider of financial services technology solutions, announced Thursday that Fiserv has signed an exclusive naming rights agreement for the nearly completed Wisconsin Entertainment and Sports Center, now called Fiserv Forum. Financial terms of the 25-year agreement were not disclosed.

The new venue will have a grand opening on Sunday, August 26. Fiserv Forum will serve as home to the Milwaukee Bucks and the Marquette University Golden Eagles men’s basketball team, and as a showcase for world-class entertainment and other events. The Fiserv brand will be prominently featured on the exterior façade, playing surface, rooftop and throughout the facility, which is the centerpiece of a 30-acre business, residential, cultural and entertainment revitalization in the heart of downtown Milwaukee.

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, September 4.

Back on May 31, after rumors that Fiserv would be the naming sponsor, CBS 58 received a statement that read, "we are not the naming rights sponsor." At the time the Milwaukee Bucks said, "We don't have a naming rights sponsor."

“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,” said Jeff Yabuki, President and Chief Executive Officer of Fiserv. “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.”

In collaborating on the name for the state-of-the-art arena, the Milwaukee Bucks and Fiserv selected the name “Fiserv Forum” as a nod to the fintech leader’s annual world-class client experience event where the best and brightest technology, financial services and business professionals gather each year to exchange ideas, learn and experience leading financial technology. Like its annual client conference, which bears the same name, this new Fiserv brand touchpoint is designed to showcase exceptional diverse and unique perspectives and experiences.

“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. As Fiserv Forum becomes an internationally recognized 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 agreement further affirms Fiserv’s commitment to its hometown of Milwaukee. “It’s an honor and privilege to continue the tradition established by Jane Bradley Pettit, whose generosity and love for the Milwaukee community funded the city’s prior arena more than 30 years ago. We are proud to be a part of the transformation and revitalization of our home community that continues to evolve for the better,” said Yabuki.

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