Report: U.S. Cellular drops arena naming rights deal

CREATED May 2, 2014

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The home of the Milwaukee Wave and UWM basketball will no long have the naming rights deal as part of the arena that is part of the Wisconsin Center convention complex.

U.S. Cellular says it is ending its 13-year agreement on May 31, according to the Milwaukee Journal Sentinel.

"After careful consideration, U.S. Cellular and the Wisconsin Center District, owner and operator of the U.S. Cellular Arena in Milwaukee, have decided to not continue the naming rights agreement to the building," said the company in a statement.

The 2007 deal between the parties gave the Wisconsin Center District $2.4 million.

The Wave extended their arena deal for the 2014-15 season.