The arena naming rights deal between Fiserv Corp. and the Milwaukee Bucks came together under a cloak of secrecy with the code name "Project New Jersey" and wasn't inked until the morning it was announced.
The 25-year agreement between the Bucks and the Brookfield-based financial services company was months in the making and capped with a week of travel, negotiations, testing, and anxiety, Bucks executives said in interviews.
The naming rights sale to Fiserv came together following a long quest that led to last week's announcement exactly one month before the grand opening of the arena. Deals with various other partners, including Foxconn Technology Group, never fell together.
As the Bucks and Fiserv got serious, both sides clamped down on talk about the process, especially following a report in May by the Sports Business Journal that the two sides were nearing a deal.
That led to one major fib. Fiserv and the Bucks flatly denied the report — and kept negotiating.
Read more in the Milwaukee Journal Sentinel.