MILWAUKEE - The former U.S. Cellular Arena in downtown Milwaukee will be renamed the UW-Milwaukee Panther Arena.
The University of Wisconsin-Milwaukee and the Wisconsin Center District announced a new 10-year partnership on Thursday.
The deal gives the school the right to host major concerts and other programming at the arena.
The value of the new UWM deal is $3.4 million over 10 years. UWM funding will come from nonacademic program revenue and UWM Foundation resources.
U.S. Cellular ended its naming rights agreement with the district on May 31.
In addition to the UWM men's basketball team, the 12,700-seat arena is also home to the Major Arena Soccer League's Milwaukee Wave and the Brewcity Bruisers roller derby team.