Delta will end naming rights at Milwaukee center

Delta Air Lines plans to end a naming rights deal with a convention center in downtown Milwaukee, city officials said this week.

The Atlanta-based carrier will not renew a one-year agreement on Delta Center, The Milwaukee Journal Sentinel reported.

Delta could not immediately be reached for comment.

Delta signed the $500,000 agreement last September after picking up the final year of a naming agreement previously signed by Frontier Airlines, the newspaper said. Delta’s deal expires June 30.

“In our dialogue with them, it became apparent that the powers that be at Delta don’t feel Milwaukee is a significant part of their marketing strategy,” Franklyn Gimbel, chairman of the Wisconsin Center District, which operates Delta Center, told the Journal-Sentinel. “It’s nothing we did or didn’t do.”

Southwest Airlines is the largest carrier serving the city, followed by Delta. The name on the convention center will be Wisconsin Center if a new partner isn’t found.

In March, Atlanta-based Home Depot confirmed it was not renewing naming rights at a major league soccer stadium in California. The home improvement retailer has had naming rights at the Home Depot Center in Carson since 2002.