Miller Brewing has extended its partnership with the Milwaukee Bucks under a deal that will incorporate the NBA basketball team’s new arena.
Miler Brewing’s will serve as a founding partner of the Wisconsin Entertainment and Sports Center, which is due to open later this year.
It will also serve as the exclusive beer and malt beverage partner of the facility and the team as part of the deal, the length of which was not disclosed.
Miller Brewing will benefit from extensive branding and integration across the arena. The main concourse will feature The Miller Brewing Co. bar and a Leinenkugel’s bar, with a Coors Light bar to be located on the upper concourse. All three bars will provide views of the playing area.
The upper concourse will also feature the Coors Light Silver Bullet Suite, an exclusive event space that will accommodate up to 60 guests. Miller Brewing will also launch arena-specific products at the facility and continue as title sponsor of the Bucks Bar Network, which allows fans to watch games at establishments across Wisconsin. In addition, Miller Brewing will remain as the presenting sponsor of the Bucks Night Out ticket package.
Miller Brewing joins BMO Harris Bank, Froedtert & the Medical College of Wisconsin and Johnson Controls as founding partners of the new arena.