SBD/October 19, 2012/Facilities

BMO Harris Bradley Center Signs Four Entrance Naming-Rights Deals

The deal will provide "significant revenue" for the Bradley Center
The Metropolitan Milwaukee Association of Commerce and the BMO Harris Bradley Center on Thursday announced that the naming rights to the arena's “four main entrances have been sold to four companies, a move that provides significant new revenue,” according to Don Walker of the MILWAUKEE JOURNAL SENTINEL. The four companies are Miller Lite, Northwestern Mutual Life Insurance Co., Kohl's Department Stores and Potawatomi Bingo Casino. Financial details were not disclosed, although “it is a multiyear agreement.” It marks the “first time the BMO Harris Bradley Center has secured corporate gate sponsors.” The announcement comes “just months after BMO Harris Bradley Center officials and the MMAC were able to secure new financial commitments to operate and maintain the building over the next few years.” The new revenue in effect “buys time to keep the arena operating while MMAC and other civic officials continue to study the possibility of financing and building a new arena.” The new gate names “take effect immediately,” with interior and exterior signage to be “installed in the next 30 days.” BMO Harris Bradley Center officials and the Bucks, the main tenant in the building, are also “close to announcing they have signed a new, six-year lease” (MILWAUKEE JOURNAL SENTINEL, 10/19).
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