BMO Harris Bradley Center Sells Naming Rights to Four Companies

The Metropolitan Milwaukee Association of Commerce and the BMO Harris Bradley Center, home to the NBA’s Milwaukee Bucks have announced that the naming rights to the arena’s four main entrances have been sold to four companies, in multi-year deals.

The four companies are Miller Lite, Northwestern Mutual Life Insurance Co., Kohl’s Department Stores and Potawatomi Bingo Casino. 

It is the first time the BMO Harris Bradley Center has secured corporate gate sponsors. The practice of selling naming rights for entrances is common in college and professional sports. The Green Bay Packers have sold the naming rights to its main entrances at Lambeau Field.

Kohl’s will sponsor the northwest corner gate, near N. 6th St. and W. Highland Blvd. Miller Lite will sponsor the southwest gate, near the corner of N. 6th and W. State streets. Northwestern Mutual will sponsor the southeast gate, at the corner of N. 4th and W. State streets. And Potawatomi will sponsor the northeast gate, near N. 4th and W. Highland Blvd.

The announcement comes just months after BMO Harris Bradley Center officials and the MMAC were able to secure new financial commitments to operate and maintain the building over the next few years. Earlier this year, the MMAC, working with the BMO Harris Bradley Center, created a campaign called Champions of the Community that secured about $18 million to support the arena. That commitment included the decision by BMO Harris to purchase the naming rights for the arena.

At the same time, the BMO Harris Bradley Center board of directors received a $5 million grant from the state to pay for proposed maintenance and upkeep inside and outside the arena.

In effect, the new revenue buys time to keep the arena operating while MMAC and other civic officials continue to study the possibility of financing and building a new arena.

“The BMO Harris Bradley Center helps to make Milwaukee a distinct and attractive community,” said Tim Sheehy, president of the MMAC. “These investments by some of the area’s most respected corporate citizens will provide a foundation not only for the BMO Harris Bradley Center, but also for our future as we look forward to a new arena.

“We are thrilled to have Kohl’s, Miller Lite, Northwestern Mutual and Potawatomi Bingo Casino as gate naming sponsors, and we are grateful for their support,” said Marc Marotta, chairman of the BMO Harris Bradley Center board. “The Champions of the Community effort has made an important difference in helping to preserve and maintain the center for the next several years.”

The new gate names take effect immediately. Interior and exterior signage will be installed in the next 30 days.