Fiserv Forum

Fiserv Forum is a premier multi-purpose arena located in the Westown neighborhood of Milwaukee. Serving as the home venue for the Milwaukee Bucks of the NBA and the Marquette Golden Eagles men's basketball team of the NCAA Division I, the facility opened in August 2018. The arena anchors the larger Deer District entertainment complex and was constructed as a centerpiece of a major public-private partnership to replace the aging BMO Harris Bradley Center.

History

The push for a new arena began in earnest in 2014, as the Milwaukee Bucks' ownership group, led by Wes Edens, Marc Lasry, and Jamie Dinan, emphasized the inadequacies of the BMO Harris Bradley Center. After extensive negotiations involving Governor Scott Walker and the Wisconsin State Legislature, a financing plan was approved in 2015, committing $250 million in public funds from the Wisconsin Center District. Groundbreaking occurred in June 2016, with Mortenson Construction and C.D. Smith Construction leading the build. The arena's completion in 2018 was pivotal in keeping the franchise in Milwaukee, coinciding with the team's rise to contention led by Giannis Antetokounmpo.

Architecture and design

Designed by the global architecture firm Populous in association with local firm Eppstein Uhen Architects, the arena's exterior features a distinctive facade of overlapping metal panels, inspired by the wings of the city's art museum and the flow of the nearby Milwaukee River. The interior prioritizes fan experience with wide concourses, local food vendors like Usinger's Famous Sausage, and abundant natural light. A key design element is the large, centrally hung scoreboard, one of the largest in the NBA, manufactured by Daktronics. Sustainable design elements contributed to the project receiving LEED Silver certification.

Events

Beyond basketball, Fiserv Forum hosts a major slate of concerts and entertainment events, having quickly become a top-tier stop on national tours for artists like Paul McCartney, The Rolling Stones, and Taylor Swift. It has been the venue for significant sporting events, including games during the 2020 NBA playoffs and the 2021 NBA Finals, where the Milwaukee Bucks won the championship. The arena also hosted the 2020 Democratic National Convention (though largely held virtually), and regularly stages family shows, WWE events, and NCAA March Madness tournament games.

Tenants and operations

The primary tenant is the Milwaukee Bucks, whose basketball operations and business offices are housed within the facility. The Marquette Golden Eagles men's basketball team moved from the Bradley Center and plays its home schedule here. The arena is owned by the Wisconsin Center District but is operated by the Milwaukee Bucks organization. Day-to-day operations and event booking are managed by the Bucks' staff, with concessions provided by Levy Restaurants. The adjacent Deer District plaza, featuring the Bucks' entertainment facility, hosts large outdoor viewing parties and community events.

Naming rights and sponsorship

In July 2018, the Milwaukee Bucks and financial services technology giant Fiserv announced a 25-year naming rights partnership, worth a reported $120 million. The deal, brokered by JPMorgan Chase, was notable for being secured before the arena's opening. Other major sponsors include Harley-Davidson, which has a prominent lounge, and BMO Financial Group, whose branding is featured at the adjacent former arena site. The naming agreement is a cornerstone of the venue's revenue strategy, alongside partnerships with MillerCoors and American Family Insurance.

Category:Indoor arenas in Wisconsin Category:Milwaukee Bucks Category:NCAA Division I basketball venues Category:Buildings and structures in Milwaukee Category:Sports venues completed in 2018