The new home of the NBA's Milwaukee Bucks will be known as Fiserv Forum. (Courtesy Bucks)

The NBA Milwaukee Bucks’ arena naming-rights deal with Fiserv, a 25-year agreement announced last week, stands out for carving out a new category in sports marketing: financial technology.

Fiserv Forum is the official name of the $524 million facility, which will have its first ticketed event Sept. 4, a concert by The Killers and Violent Femmes, a 38-year-old Milwaukee band. The officia...

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