Does Milwaukee Keep the Bucks? The Role of NBA Arenas and Sport-anchored Urban Revitalization

This case explores factors leading to the development of Fiserv Forum and the Deer District, a state-of-the-art sports arena and adjacent entertainment district in Milwaukee, Wisconsin. The arena opened in 2018 as the new basketball home of the Milwaukee Bucks (NBA) and the Marquette Golden Eagles (NCAA). The arena, together with the Deer District, shows how sport-anchored development plays an important role in revitalizing downtown Milwaukee.

The case introduces students to the process for developing major league arenas, including market, finance, and location factors. It asks students to examine the perspectives and motivations of three major participants in the project: the Bucks, the NBA, and the City of Milwaukee. Key themes include the facility replacement cycle and how new venues impact profitability, the use of relocation threats, the role of public subsidies, and the creation of sport-anchored districts.

• Analyze the development process for major league sports venues, including the factors that drive decisions to build new arenas.
• Identify the public and private actors who participate in the sports venue development process, including the teams and their owners, the leagues, and local governments.
• Examine the role of leagues in the development process, including the motivations for new venues, the rationale for maintaining franchise scarcity in major league sports, and the use of relocation threats.
• Evaluate the role of team owners and key front office staff in the development process, including their role in project finance and degree of control over venue design.
• Assess the role of the city and other government entities in the development process, including the rationale for public investment and the strategy of planning for sport-anchored developments.