The first Fiserv Forum sign — complete with the orange punctuation mark between the words — was installed this week over the entrance of the Milwaukee Bucks arena.
The Brookfield-based company’s naming rights deal has been reflected inside the new arena, on the scoreboard and a huge display in the main atrium.
The new arena will have “a total of six substantial signs” with the Fiserv Forum name on the exterior, said Barry Baum, chief communications officer for the Bucks and the arena.
That includes large signage expected to be installed on the roof meant to be seen by television audiences worldwide for key games.
Fiserv has said the orange color on many of the signs is a company color and that the square between the words is part of Fiserv’s branding and marketing.
The Bucks and financial services company Fiserv Inc. last summer announced a 25-year naming right partnership. The financial terms have not been made public.
Built with $250 million in public funding, the $524 million arena opened in late summer.
A short history of Fiserv Forum, which has its grand opening on Aug. 26, 2018.
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