Milwaukee Journal Sentinel

Jockey gets naming rights at Fiserv Forum mezzanine club

- Tom Daykin

Event space on Fiserv Forum’s mezzanine level is getting a naming rights sponsor: Kenosha-based underwear maker Jockey Internatio­nal Inc.

Now known as the Jockey Club, the 6,500-square-foot space is on Fiserv Forum’s east side, overlookin­g the arena’s atrium.

The separated space is used for all Fiserv Forum events, including Milwaukee Bucks and Marquette University men’s basketball games, concerts and family shows.

It includes food and beverage concession­s, and is often used a place for fans to relax both before and during a game, said Matt Pazaras, senior vice president of business developmen­t and strategy for the Bucks and Fiserv Forum.

The Jockey Club, which has views of downtown, also is available for private events and business meetings with seating for up to 125 guests.

Bucks officials hope Jockey Internatio­nal’s naming rights sponsorshi­p will help attract more private events to the club, Pazaras said.

He declined to disclose the sponsorshi­p’s terms.

“As an internatio­nal brand with its roots in Wisconsin, Jockey is the perfect partner for this space,” Bucks and Fiserv Forum President Peter Feigin said in a statement.

“The Jockey Club is one of the premier areas in Fiserv Forum and we look forward to even more people using it during the upcoming Bucks season and throughout all the diverse events at the arena,” Feigin said.

“Jockey is proud to expand on its partnershi­p with the Milwaukee Bucks and Fiserv Forum by becoming the presenter of the Jockey Club,” Jockey President and Chief Operating Officer Mark Fedyk said in a statement.

“In its 143-year history, Jockey has consistent­ly played in sports marketing, from Babe Ruth to Jim Palmer and Tim Tebow to Bubba Watson. This partnershi­p with the Milwaukee Bucks is a great ‘fit’ for two dynamic Wisconsinb­ased organizati­ons,” Fedyk said.

As part of the partnershi­p, Jockey will continue its Everyday Heroes salute during select Bucks games. It recognizes those in the community who have gone above and beyond the call of duty.

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