The Milwaukee Bucks have signed the Miller Brewing Company as a founding partner of their new arena, the Wisconsin Entertainment and Sports Center (WESC).
Under a deal confirmed on Thursday, the brewer will serve as the exclusive beer and malt beverage partner of the US$524 million venue, which is due to open later this year, as well as the Bucks themselves.
While financial terms have not been released, the deal extends the long-standing relationship between the Bucks and Miller, which has backed the National Basketball Association (NBA) since their founding 50 years ago.
“The Bucks are proud that Miller Brewing Co., a fabric of our city, has become a founding partner of Milwaukee’s new dynamic arena,” said Bucks president Peter Feigin.
“Miller Brewing Co. has been a long-time partner of the Bucks, and we’re excited to further our relationship and activate our brands together in our new venue.”
Miller’s sponsorship rights will include extensive branding and integration throughout the WESC, including three main bar locations with direct sight lines into the arena bowl, and an event space on the upper concourse called the Coors Light Silver Bullet Suite.
Additionally, the company will remain the title sponsor of the Bucks Bar Network, a watch-party initiative spanning certain bars in Wisconsin, and the presenting sponsor for the Bucks Night Out ticket package.
Miller joins BMO Harris Bank, Froedtert & the Medical College of Wisconsin and Johnson Controls as founding partners of the WESC.