The Univ. of Wisconsin-Milwaukee and the Wisconsin Center District on Thursday announced a “new 10-year partnership that rebrands” the former U.S. Cellular Arena as the UW-Milwaukee Panther Arena, and gives the school the “right to host concerts and other programming there,” according to Don Walker of the MILWAUKEE JOURNAL SENTINEL. The deal is the “product of talks dating back a year between the university and the district and raises new complications involving discussions about a new arena in Milwaukee.” If a new arena is built in the coming years, that “creates the potential for three arenas in the downtown area.” When asked if the community could support three arenas, Wisconsin Center District Board Chair Franklyn Gimbel “quickly said no.” Gimbel: "I think this venue has the unique characteristics for fan appreciation of the events that play here that would not transfer easily to the Bradley Center. And my personal view ... I don't see that building as having future viability when and if a new arena is built.” However, BMO Harris Bradley Center President & CEO Steve Costello in a statement said that it was “premature to say the Bradley Center should be torn down.” The value of the new UWM deal is $3.4M over 10 years, and UWM has the “option of extending it” to ‘29. The school will be given “booking priority for UWM events during the length of the contract.” U.S. Cellular “ended its naming rights agreement” with the district on May 31 (MILWAUKEE JOURNAL SENTINEL, 6/27). UWM interim Chancellor Mark Mone said that "no tax dollars will be used for the deal, which will be financed with money from the UWM Foundation and funds generated by non-academic programming at the university." Mone added that the agreement "fits UWM’s strategic plan to enhance the university’s brand and 'to further position UWM as Milwaukee’s University.'" In Milwaukee, Rich Kirchen noted UWM officials previously "dropped plans for building a new arena on the east side Milwaukee campus due in part to the expense" (BIZJOURNALS.com, 6/26).
