A report says that the new Milwaukee Bucks and Marquette University men's basketball arena is close to being named after a Wisconsin financial technology firm.
The Milwaukee Business Journal, a WTMJ news partner, and SportsBusiness Journal report that Fiserv, a company in Brookfield, is negotiating with the Bucks over terms including a possible 20-year, $6 million/year deal that could be set in weeks.
Fiserv responded in a statement saying in full: "we are not the naming rights sponsor." The Bucks said they would have no comment specifically about Fiserv.
Bucks president Peter Feigin says there are other companies potentially in negotiations and that "not in final negotiations with any perspective naming-rights partner."
The report says the Fiserv Arena or Fiserv Center could be the new name.
The Bucks would retain naming rights revenue, as they are paying the cost of overruns and maintenance.