The Milwaukee Bucks are adding to their hospitality portfolio with a premium club space at Fiserv Forum that will be exclusive to front-row season-ticket holders.
The Bucks are investing “upwards of $4 million” into creating the 2,694-square-foot club, which will replace the former media center on the first level of the stadium, the team said.
The new space is expected to be ready by the start of the 2025-’26 season in October, said Chief Sales and Marketing Officer Dustin Godsey.
Construction began at the beginning of June. Janesville-based contractor JP Cullen is building out the space that Milwaukee-based architect Kahler Slater designed.
The goal is to create a high-end area for fans to fully immerse themselves in the in-game experience.
“From the moment they arrive at the building, it’s going to be completely different from anything they’ve expected or they’ve experienced before,” Godsey said.
The space will be able to accommodate 85 season-ticket holders and will offer high-end food and drink options with a private bar. Ticket holders will also be given VIP parking, a private entrance and access to the court by the opposing team’s bench.
“It is the most exclusive kind of back-house experience you can get coming to an NBA game,” Godsey said. “It’s just going to be unlike any other space in the building in terms of quality and finish.”
Although the price of club access has not been nailed down, Godsey said, Bucks and Fiserv Forum President Peter Feigin told Milwaukee Business Journal sister publication Sports Business Journal in February that the club will cost around $25,000 a seat.
It will feature a private menu curated by the team’s food and beverage department — in addition to hot dogs and beers. It will also include high-end drinks and bottle options and a space for grab-and-go snacks and candy, Godsey said.
“It is really like white-glove service from the moment they arrive until the moment they leave,” Godsey said.
Demand for super-premium space is growing across the NBA, with the Bucks joining teams such as the Suns, Wizards and Cavaliers in adding elevated hospitality options.
The new area will be a step beyond Fiserv Forum’s BMO Club, an exclusive space available to season-ticket holders in the first four rows around the court. That club features all-inclusive food and beverage options, in-seat food and beverage service, designated VIP entry at the arena and views of the Bucks’ player tunnel.
The new club space does not have a corporate sponsor yet, though Godsey anticipates adding a partner by the time it opens. Numerous companies have sponsored spaces in the arena including BMO Bank, Jockey, Northwestern Mutual, Potawatomi Casino Hotel and West Bend Insurance, among others.
This is the first brand-new space for the arena since it opened seven years ago, Godsey said — and is something a certain class of fans has been clamoring for.
“BMO Club is a great space and will continue to be one of our premier clubs in the building,” Godsey said, “but there were some people in those seats who wanted something even more elevated.”
