Since the Milwaukee Bucks announced plans to build a new arena the building was referred to as the Wisconsin Entertainment and Sports Center.
That is no more.
On Thursday afternoon the franchise announced that it had reached a deal with Fiserv, a technology provider serving the financial industry, on a 25-year agreement for the naming rights to the building which will now be known as Fiserv Forum.
The building will open up with a public celebration on August 26 before holding its first event, a concert featuring The Killers, on September 4.
Fiserv Forum will be the home of both the Milwaukee Bucks and the Marquette Golden Eagles basketball teams as well as other various events and concerts including Justin Timberlake, P!nk, Elton John, Fleetwood Mac, and the Foo Fighters.