Delta purchases naming rights

Milwaukee convention center’s name to change to The Delta Center.

MILWAUKEE — Atlanta-based Delta Air Lines Inc. has bought the naming rights at downtown Milwaukee’s convention center and will make improvements to its operations at Mitchell International Airport, as the carrier raises its profile in the area.

The convention center will change its name this fall to The Delta Center from Frontier Airlines Center, Delta announced Wednesday. That will likely happen within the next 30 days, said Franklyn Gimbel, board chairman of the Wisconsin Center District, the government agency which operates the facility.

Delta is assuming the final portion of Frontier’s naming rights contract, which expires June 30, Gimbel said. Frontier was paying $500,000 annually for the naming rights, and Delta is taking over those payments.

Wisconsin Center District officials hope to negotiate a new multiyear agreement with Delta, Gimbel said.

Financially troubled Frontier dropped the naming rights agreement after the airline drastically scaled back its operations at Mitchell International earlier this year.

“We are always looking for marketing opportunities that align with the preferences and interests of our customers,” said Kristen Manion, Delta’s managing director of worldwide marketing communications, in a statement. “Milwaukee has always been an important market in the Delta network, and the partnership with the convention center supports our commitment to our customers throughout the greater Milwaukee metro area.”

The agreement also provides Delta with exclusive airline advertising rights to the U.S. Cellular Arena, Milwaukee Theatre and The Delta Center.