Fiserv's hometown roots of were attractive for the Bucks when considering a naming rights partnerBUCKS
The Bucks talked to more than 100 companies and brands about sponsorship, naming rights and other arena deals before eventually settling on their naming-rights pact with Fiserv. That number got drilled down to about a half dozen companies the Bucks talked to about bigger deals such as the naming rights and larger sponsorships, Bucks President Peter Feigin said. He noted the arena naming-rights deal shows a lot about the new venue and Fiserv’s efforts to build their brand. Fiserv CEO Jeffery Yabuki said the deal will help market the Wisconsin-based company’s financial technology and payment services. “We’re all eager to differentiate ourselves,” Feigin said. Bolstering Fiserv’s brand could also show more of the technology side of a Wisconsin economy usually associated with manufacturing, motorcycles, cheese and beer. The Milwaukee suburbs are already landing a $10B Foxconn plant, albeit with a $4B subsidy. The Taiwan-based company makes parts for Apple and other tech firms. Financial terms of the deal were not disclosed. Feigin said he and Yabuki started talking about potential partnerships about two years ago, around when the Bucks started construction. Feigin likes the hometown roots Fiserv has in Milwaukee, but also its wider reach. “It’s kind of like the best of both worlds -- a Wisconsin-based business with a global reach,” Feigin said.
