The NBA’s Milwaukee Bucks are reportedly looking for $4 million annually in exchange for naming rights to the plaza adjacent to Fiserv Forum.
The 30-acre “Deer District” is part of the team’s economic development plan, to which taxpayers contributed $250 million.
“What pro teams are now understanding is — you create the mothership and have it fueled by an NBA team that is successful, and then raise the waters around you,” Bucks and Fiserv Forum president Peter Feigin said.
Set to include a supermarket, pharmacy, gym, high-end apartments, and a Marriott opening in 2023, the area was given its “Deer District” name in 2019 — one year after the $524 million Fiserv Forum opened.
The area has been compared to the entertainment district around the Chicago Cubs’ Wrigley Field, called “Gallagher Way” after its entitlement naming rights were purchased by Arthur J. Gallagher & Co.
Milwaukee, which continues its second-round playoff series against the Boston Celtics on Tuesday, was valued at $1.9 billion in October.