It finally happened: Multiple sources are reporting that naming rights to the new, $524 million Milwaukee Bucks arena have been awarded to Brookfield-based financial services technology developer Fiserv. The complex will henceforth be known as Fiserv Forum. This despite the company’s repeated denials back in May that it would be involved with the new arena. The deal (the dollar amount has not been made public) gives Fiserv naming rights for 25 years.

The new arena Fiserv Forum is set to open August 26. The Killers and Violent Femmes will play a grand opening show there September 4.

Also: someone already grabbed @FiservForum.

“We are excited to partner with the Milwaukee Bucks to create an unprecedented opportunity to elevate our brand as one of the world’s leading providers of financial technology and payment services,” Fiserv CEO Jeffery Yabuki said in a statement. “We also expect this arrangement to further differentiate our brand in support of our purpose of delivering value and excellence to our clients every day.”

“Milwaukee is our home. We have deep roots here,” Yabuki added.

A statement from Bucks owners Wes Edens, Marc Lasry, and Jamie Dinan reads:

“We are proud to become a long-term partner with Fiserv, a dynamic international company with a prominent Wisconsin presence, which deeply shares our commitment to bettering and growing Milwaukee. It was clear from the start of our conversations that the Bucks and Fiserv align perfectly in our goals for innovation and leadership, and carry the same passion for excellence. As Fiserv Forum becomes an internationally recognized venue, we are excited to be an instrumental part of furthering Fiserv’s brand as a leader in its industry. Fiserv Forum will be the entertainment and sporting heart of our city and will deliver memorable experiences for fans and families in Wisconsin for generations to come.”

So, to repeat: goodbye, Wisconsin Entertainment and Sports Center; hello, Fiserv Forum. Huh. Fiserv Forum. Maybe we’ll just call it “The Forum”? Not bad.

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Matt Wild weighs between 140 and 145 pounds. He lives on Milwaukee's east side.