MILWAUKEE -- You can't miss it from the air. Fiserv Forum has some new branding atop the downtown Milwaukee arena.
The massive letters were being installed this week -- and will feature LED backlighting. That is unique since most arenas and stadiums have painted letters or edge lighting on their branding.
Matt Pazaras, senior vice president of business development and strategy for the Bucks, said the sign is 191 feet wide, the Fs on the sign are 51 feet tall, and all the other letters are 36 feet tall. When the sign is lit, it will shine bright in Fiserv orange.
The Milwaukee Bucks told FOX6 News the massive sign was included as part of the naming rights deal with Fiserv -- and cost "somewhere in the low seven figures."
Pazaras said every Bucks game is broadcast in 220 countries around the world, so the arena and this sign will get plenty of exposure. It also happens to be in the flight path of planes flying into Milwaukee.
The plan right now it to light the new sign some time before the end of August.