Milwaukee Bucks will announce today that their new arena is called the Fiserv Forum. For awhile now, we heard rumors about FiServ being the arena sponsor, but they ‘vehemently’ denied it in May which is a weird thing to do considering they’re now the arena name owners. Jack Links was another brand we thought might have chance at the naming rights, but we can finally put a name on the arena that we’ve called the ‘Bucks New Arena’ for the last couple of years. Looking forward to watching many games and events at The Forum.

Opening on August 26, Fiserv Forum is a state-of-the-art sports and entertainment facility in the heart of downtown Milwaukee. Learn more about #FiservForum. https://t.co/U2aoa5oU7x pic.twitter.com/z3J4lzYxEg

— Fiserv (@Fiserv) July 26, 2018

The press release gives us a look at the arena with the Fiserv branding all over it plus the new court which hasn’t been debuted yet. Fiserv isn’t a recognizable name to people who are not in the financial industry. That said, it’s used by financial services company all over the United States, therefore, there will be some familiarity with the name when announced on a broadcast.

From a color perspective, it’s going to be a challenge to see how they blend the orange together with the Bucks colors. They don’t exactly fit, but it seems like Fiserv wants their branding out there. Also, it’s awkward that I believe BMO will still have some involvement, but they’re too big of a bank to use Fiserv’s technology.

PS: Having a Greek superstar playing at a place we’ll call The Forum is pretty fucking badass.

Charlie.