Wisconsin Center just began a $420M addition, slated to be completed in Q1 '24, that adds 100,000 square feet of convention spaceLEGENDS
Legends Global Partnerships has added Wisconsin Center in downtown Milwaukee as a naming-rights client. The 23-year-old convention/events facility just began a $420M addition, slated to be completed in Q1 '24, that will add 100,000 square feet of convention space, for a total of 300,000 contiguous square feet. The Wisconsin Center has been without a commercial moniker since '13. Before that, it carried a number of airline brands, starting as the Midwest Express Center, then Midwest Airlines Center, Frontier Airlines Center and Delta Center. Legends Exec VP Chris Foy said he is hoping for greater integration by landing a new naming-rights deal early in the construction phase. A Navigate study concluded that the facility gets 5 billion impressions annually, including attendees, vehicle traffic, social, digital and traditional media, along with incremental exterior signage and "substantial activation areas" within the venue. Legends, which last sold the Lower.com entitlement to the Columbus, Ohio stadium which houses the Crew, is looking at a seven-figure "investment" and a term of 15 years or more. The facility, within a complex which includes UW-Milwaukee Panther Arena and Miller High Life Theatre, hosted the '20 Democratic National Convention.
