Wisconsin Herd
Wisconsin Herd is the NBA G League affiliate of the Milwaukee Bucks, playing 24 home games per season at Oshkosh Arena in Wisconsin. It generates revenue from ticket sales, corporate sponsorships, merchandise, and arena concessions, serving local fans, youth basketball players, and corporate groups.
- Company typePrivate
- Founded2017
- HeadquartersOshkosh, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Wisconsin Herd does
Wisconsin Herd is the NBA G League affiliate of the Milwaukee Bucks, operating as a professional basketball franchise based in Oshkosh, Wisconsin. Founded in 2017 and entering its 9th season, the team plays 24 home games per season (out of a 50-game NBA G League schedule) at Oshkosh Arena. The franchise is wholly owned by the Milwaukee Bucks organization through the legal entity Future Bucks, LLC, with Steve Brandes serving as Team President since inception. Steve Brandes has been recognized as NBA G League Executive of the Year twice and the franchise has received multiple league awards including Franchise of the Year (2022-23), President's Choice Award (2021-22), Promotion of the Year (2018-19 and 2022-23), and Social Responsibility of the Year (2017-18).
The Herd's core product is live professional basketball entertainment, supported by a tiered ticketing portfolio: single game tickets starting at $12, season memberships ranging from $240 (upper bleachers) to $12,480 (courtside Loge Table with F&B), and group/premium experiences including Party Decks, Lofts, and Birthday Packages. Distribution runs through the official website, Ticketmaster, the Oshkosh Arena box office, the Herd Pro Shop online store (wisconsinherd.shop), and a direct sales team handling season memberships, group outings, and corporate partnerships. The underlying technology stack is an off-the-shelf NBA G League operations and player-development platform with no disclosed proprietary AI/ML, data, or software IP.
The business model is a diversified sports franchise revenue mix across four streams: (1) Ticket Sales (subscription-style season memberships plus transactional single-game and group sales), (2) Sponsorships and Partnerships with a mix of core multi-year partners (BMO, 4imprint, SCHEELS) and a long tail of theme-night sponsors (SERVPRO, Tito's, Adashun Jones Real Estate, Aambé Sports, The Taqueria, MAVRX, Winnebago County Solid Waste, Rhyme Business Products, Discover Oshkosh), (3) Merchandise Sales through the online Pro Shop, and (4) Arena Concessions at Oshkosh Arena during home games. Customer segments include local Wisconsin families and residents, youth basketball players (ages 7-14) reached through camps and clinics, and corporate groups seeking hospitality and team-building venues. Community engagement is a central pillar: 250+ appearances per year by mascot Pointer, players, coaches and staff; $500,000+ donated in cash and in-kind since 2017; 3,600+ students invited annually to School Day Game; and cause-marketing initiatives (Swishes for Wishes, Protect This House, Dishes for Dogs) tying on-court performance to local nonprofit donations.
Wisconsin Herd firmographics
Firmographics- Name
- Wisconsin Herd
- Legal name
- Future Bucks, LLC
- Website
- https://wisconsin.gleague.nba.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wisconsin Herd is the NBA G League affiliate of the Milwaukee Bucks, playing 24 home games per season at Oshkosh Arena in Wisconsin. It generates revenue from ticket sales, corporate sponsorships, merchandise, and arena concessions, serving local fans, youth basketball players, and corporate groups.
- Ownership category
- akta.pro rank
Wisconsin Herd industry classification
Industry- Product category
- Professional Sports (Minor League Basketball)
- NAICS
- Sports Teams and Clubs (711211), Spectator Sports (7112), Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events (7113)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Basketball Leagues (MPAKAAAD)
- akta.pro secondary industries
- Sports Community Relations & Grassroots Program Management (MPAKAKAJ), Amateur & Grassroots Tournament Organizers (MPAKADAH)
Keywords
Where Wisconsin Herd is headquartered
LocationHeadquarters
- HQ city
- Oshkosh
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Wisconsin Herd business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Ticket Sales: Revenue from single game tickets, season memberships, and group outings at Oshkosh Arena. The team plays 24 home games per season as part of a 50-game NBA G League schedule.
- Sponsorships and Partnerships: Corporate sponsorship deals with various local and regional businesses including BMO, 4imprint, SCHEELS, SERVPRO, Tito's, Adashun Jones Real Estate, and others. Includes theme jersey auctions and cause marketing initiatives.
- Merchandise Sales: Pro shop sales of Wisconsin Herd merchandise including apparel, accessories, and memorabilia through the online store at wisconsinherd.shop.
- Arena Concessions: Revenue from food and beverage concessions at Oshkosh Arena during home games.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Upper Bleachers 201 - $240 Full Season Investment |
| Subscription | Annual | Upper Seats 202 - $360 Full Season Investment |
| Subscription | Annual | Lower Base 101 - $432 Full Season Investment |
| Subscription | Annual | Lower Center 102 - $600 Full Season Investment |
| Unit Pricing | Pay-as-you-go | North/South Party Deck - $27/$29 per ticket |
| Unit Pricing | Pay-as-you-go | Lofts - $549 (9 seat) / $732 (12 seat) per game |
| Subscription | Annual | Loge Table - $12,480 Full Season Investment |
| One time/ perpetual license | Pay-as-you-go | Single Game Tickets |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Wisconsin Herd product offering
Product offeringCore offering
The Wisconsin Herd is a professional NBA G League basketball team that operates as the minor league affiliate of the Milwaukee Bucks, playing a 50-game regular season with 24 home games at Oshkosh Arena in Oshkosh, Wisconsin. The team's core offering is live professional basketball entertainment delivered through ticketed games (season memberships and single-game tickets), supplemented by group experiences, premium seating (lofts, loge tables, party decks), youth basketball camps, and team merchandise. Community programs including jersey auctions and cause-marketing initiatives form a distinct secondary offering tied to game-night attendance.
Product overview
The Wisconsin Herd operates as the NBA G League affiliate of the Milwaukee Bucks, providing professional basketball entertainment through live games at Oshkosh Arena. The organization offers a portfolio of ticketing products including season memberships and single-game tickets, supplemented by group experiences such as party decks, lofts, and birthday packages. Community engagement is a core component, with youth basketball camps, 50/50 raffles, theme jersey auctions, and partnerships like Swishes for Wishes supporting local nonprofits. The team mascot Pointer and merchandise (Pro Shop) round out the entertainment offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Wisconsin Herd Basketball Games (Live Game Attendance) Live professional NBA G League basketball games as the minor league affiliate of the Milwaukee Bucks, played at Oshkosh Arena for general consumers seeking in-person sports entertainment.
- Season Memberships Full-season ticket packages providing access to all 24 home games, with member benefits including priority playoff seating, exclusive VIP event invites, and a 10% Pro Shop discount; for fans and businesses seeking the most consistent season access.
- Single Game Tickets Individual game tickets for Wisconsin Herd home games at Oshkosh Arena, sold through Ticketmaster; for individual fans and walk-up buyers seeking flexible attendance.
- Group Outings Group ticket packages including pre-game experiences, party decks, and team-building events such as the Cousins Subs Court of Dreams, high school prep series, and arena tours; for corporate groups, schools, and organizations.
- Party Decks Reserved outdoor party deck spaces for groups with a 40-ticket minimum, priced at $27/weekday and $29/weekend per ticket; for groups seeking a semi-private outdoor game-day experience.
- Lofts VIP premium seating spaces for groups of 9 or 12, priced at $549 (9-seat) and $732 (12-seat) per game for the 2026-27 season; for corporate entertainment and premium group hospitality buyers.
- Herd Birthday Package Birthday celebration packages held at Oshkosh Arena; for families and groups arranging children's birthday events.
- Summer Basketball Camps for Kids Youth basketball camps for children ages 7-14 providing instruction on ball handling, passing, shooting, and defensive/offensive concepts with professional coaching; for parents of young athletes seeking skill development.
- Herd Pro Shop Merchandise Online store for Wisconsin Herd merchandise including apparel, accessories, and memorabilia, accessible at wisconsinherd.shop; for fans purchasing team gear.
- Loge Table (Courtside VIP) Courtside half-moon table with brand signage, 4 seats for 24 games, food & beverage included, and VIP parking at a $12,480 full-season investment; for corporate hospitality buyers seeking the most premium in-arena offering.
Quantifiable outcome
- Over $500,000 donated to local communities since 2017
- +2 more outcomes
Companies that use Wisconsin Herd
Customer profileSegments3 records
Ideal customer profiles3 records
Wisconsin Herd technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wisconsin Herd partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered minor and core.
- The TaqueriaminorThe Taqueria presented Hispanic Heritage Night, benefiting Chicana/o & Latinx Studies Program at UW-Oshkosh.
- Discover OshkoshminorDiscover Oshkosh sponsored Hispanic Heritage bobblehead giveaways at games.
- Rhyme Business ProductsminorPartnered for BEHERD Suicide Prevention Awareness Night, with t-shirt sales benefiting NAMI Oshkosh.
- Winnebago County Solid WasteminorPresented Go Green Recycling Night with game-worn jerseys auctioned for Winnebago Waterways Fox-Wolf Watershed Alliance.
- Milwaukee BuckscoreNBA parent club providing player assignments, two-way contracts, and developmental support. Bucks assign players to the Herd for G League playing time and development.
- MAVRX Sports HousingminorMAVRX Sports Housing presented Homelessness Awareness Night, benefiting P.I.T.C.H. Initiative.
- SERVPROminorSERVPRO sponsored First Responders Night presented by SERVPRO, benefiting Outagamie County Community Emergency Response Team. Jerseys featured first responder logos and colors.
- BMOcoreBMO is a multi-year partner presenting Art Theme Night, Wisconsin HER Women's Empowerment, School Day Game, and other themed events. Provides lunchboxes for students and significant sponsorship support.
- Make-A-Wish WisconsinminorBeneficiary of Swishes for Wishes initiative. Receives donations based on three-pointers made by the Herd at home games.
- Aambé SportsminorAambé Sports presented Native American Heritage Night at Oshkosh Arena on November 21, 2025, celebrating tribal heritage with special jerseys and cultural performances.
- 4imprintcore4imprint sponsors Swishes for Wishes initiative, donating $10 to Make-A-Wish Wisconsin for each three-pointer made at home games. Raised over $11,500 over four seasons.
- Tito's VodkaminorTito's Dishes for Dogs initiative donating $10 to Oshkosh Area Humane Society for every assist by the Herd at home games. Raised $2,500 in inaugural season.
- Oshkosh Area Humane SocietyminorBeneficiary of Dishes for Dogs initiative. Receives donations based on assists by the Herd.
- Adashun Jones Real EstateminorAdashun Jones Real Estate sponsors Protect This House initiative, donating $10 to Habitat for Humanity of Oshkosh for every block by the Herd at home games. Raised $1,730 in first season.
- Habitat for Humanity of OshkoshminorBeneficiary of Protect This House initiative. Receives donations based on blocks made by the Herd.
- Oshkosh YMCAcoreJR. Herd Program partnership includes youth basketball league, coaches clinic, and youth clinic for kids 4K through 8th grade. All participants receive Herd reversible jersey and game tickets.
- SCHEELScoreSCHEELS sponsors Pointer mascot appearances and annual youth basketball clinic. Key partner for community engagement initiatives.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Wisconsin Herd competitors and assessment
Company assessmentDirect peers
- Motor City Cruise: NBA G League affiliate of the Detroit Pistons playing in Detroit. Direct Midwest peer with parallel corporate-ticketing and community-engagement playbooks.
- Sioux Falls Skyforce: NBA G League affiliate of the Miami Heat, one of the longest-running G League franchises. Comparable small-market league structure with similar revenue mix and parent-club-driven operations.
- Grand Rapids Gold: NBA G League affiliate of the Denver Nuggets operating in Grand Rapids, Michigan. Comparable Midwestern G League operation with similar mid-size market profile and community-driven business model.
- Cleveland Charge: NBA G League affiliate of the Cleveland Cavaliers. Same league, similar venue scale, comparable game-night entertainment and sponsorship activation model.
- Maine Celtics: NBA G League affiliate of the Boston Celtics. Comparable secondary-market franchise with parallel sponsorship, season-membership, and youth-program business lines.
- Austin Spurs: NBA G League affiliate of the San Antonio Spurs. Long-running G League franchise with similar operations, theme-night programming, and community engagement focus.
- Windy City Bulls: NBA G League affiliate of the Chicago Bulls based in the Midwest. Directly comparable as another Midwest G League team with similar operations, ticket pricing, and sponsorship structures.
- Greensboro Swarm: NBA G League affiliate of the Charlotte Hornets. Comparable smaller-market franchise with parallel community programs and group-sales focus.
- Iowa Wolves: NBA G League affiliate of the Minnesota Timberwolves based in Des Moines. Comparable upper-Midwest minor-league basketball operation with parallel league economics and ticketing structure.
- College Park Skyhawks: NBA G League affiliate of the Atlanta Hawks. Comparable single-venue G League operation with parallel season-membership and group-ticketing economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Wisconsin Herd social profiles
Digital presenceWisconsin Herd financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wisconsin Herd leadership team
Management profileNumber of profiles
Profiles8 records
Wisconsin Herd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wisconsin Herd M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wisconsin Herd
What does Wisconsin Herd do?
The Wisconsin Herd is a professional NBA G League basketball team that operates as the minor league affiliate of the Milwaukee Bucks, playing a 50-game regular season with 24 home games at Oshkosh Arena in Oshkosh, Wisconsin. The team's core offering is live professional basketball entertainment delivered through ticketed games (season memberships and single-game tickets), supplemented by group experiences, premium seating (lofts, loge tables, party decks), youth basketball camps, and team merchandise. Community programs including jersey auctions and cause-marketing initiatives form a distinct secondary offering tied to game-night attendance.
Is Wisconsin Herd a public or private company?
Wisconsin Herd is a private company. It is classified as corporate owned and is currently operating.
When was Wisconsin Herd founded?
Wisconsin Herd was founded in 2017. It employs 11 to 50 people.
Where is Wisconsin Herd based?
Wisconsin Herd is headquartered in Oshkosh, United States, in the North America region.
How does Wisconsin Herd make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are sponsorships and Partnerships, merchandise Sales and arena Concessions.
Who are Wisconsin Herd's main competitors?
Direct peers on record are Motor City Cruise, Sioux Falls Skyforce, Grand Rapids Gold, Cleveland Charge, Maine Celtics, Austin Spurs, Windy City Bulls, Greensboro Swarm, Iowa Wolves and College Park Skyhawks.
Does Wisconsin Herd have an API?
No public API is recorded for Wisconsin Herd.
What industry is Wisconsin Herd in?
Wisconsin Herd's product category is Professional Sports (Minor League Basketball). Its primary akta.pro industry code is MPAKAAAD, Basketball Leagues, with a secondary code of MPAKAKAJ, Sports Community Relations & Grassroots Program Management. Its NAICS code is 711211 and its SIC code is 7997.