A naming rights sponsor has been secured for Milwaukee’s new $524 million arena, which is due to open with a concert by the Killers.
The 18,000-capacity venue will now be called the Fiserv Forum following a 25-year deal between basketball team Milwaukee Bucks, which owns the arena, and financial services technology developer Fiserv.
Up to 26 concerts will be held at the Forum annually, the first of which will take place on 4 September.
“The grand opening is a once in a lifetime event and this is just the beginning,” Fiserv Forum president Peter Feigin tells Audience. “We are getting shows that Milwaukee normally wouldn’t get and really putting it on the entertainment map.”
Among other artistes due to perform at the venue are Justin Timberlake, Maroon 5, Metallica and Foo Fighters.
A former executive at the UK’s ASEG-owned arena complex The O2 (21,000) in London, Raj Saha, is general manager and head of programming at the venue.