The Milwaukee Bucks and Fiserv Inc. on Thursday announced a 25-year naming rights deal for the team's new $524 million downtown arena.
The new arena will be called the Fiserv Forum, said executives with the Bucks and the Brookfield-based financial services company. Fiserv signs will be attached to the new arena Thursday afternoon.
The dollar amount of the deal was not made public Thursday.
The announcement marks the most important milestone since the $250 million public financing deal for the arena came together in 2015. Construction of the building is all but finished and it is scheduled to open next month.
It's an equally important move for Fiserv, a 34-year-old publicly traded company, said CEO Jeffery Yabuki. The company's value was about $31 billion on Thursday.
Until now, Fiserv has had no civic presence in the form of sponsorships or its name on, say, stages at Summerfest.
Read more in the Milwaukee Journal Sentinel.