Wisconsin Herd

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.

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

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

• Professional basketball team
• Minor league basketball
• Live sports entertainment
• Team ticketing services
• Team merchandise sales

Headquarters

HQ city

Oshkosh

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. 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.
2. 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.
3. Merchandise Sales: Pro shop sales of Wisconsin Herd merchandise including apparel, accessories, and memorabilia through the online store at wisconsinherd.shop.
4. Arena Concessions: Revenue from food and beverage concessions at Oshkosh Arena during home games.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered minor and core.

• The TaqueriaminorGTM or Marketing Partner · 6 March 2026The Taqueria presented Hispanic Heritage Night, benefiting Chicana/o & Latinx Studies Program at UW-Oshkosh.
• Discover OshkoshminorGTM or Marketing Partner · 6 March 2026Discover Oshkosh sponsored Hispanic Heritage bobblehead giveaways at games.
• Rhyme Business ProductsminorGTM or Marketing Partner · 20 February 2026Partnered for BEHERD Suicide Prevention Awareness Night, with t-shirt sales benefiting NAMI Oshkosh.
• Winnebago County Solid WasteminorGTM or Marketing Partner · 25 January 2026Presented Go Green Recycling Night with game-worn jerseys auctioned for Winnebago Waterways Fox-Wolf Watershed Alliance.
• Milwaukee BuckscoreStrategic or Co-development Partner · 1 January 2026NBA 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 HousingminorGTM or Marketing Partner · 22 November 2025MAVRX Sports Housing presented Homelessness Awareness Night, benefiting P.I.T.C.H. Initiative.
• SERVPROminorGTM or Marketing Partner · 21 November 2025SERVPRO sponsored First Responders Night presented by SERVPRO, benefiting Outagamie County Community Emergency Response Team. Jerseys featured first responder logos and colors.
• BMOcoreGTM or Marketing Partner · 21 November 2025BMO 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 WisconsinminorOthers · 21 November 2025Beneficiary of Swishes for Wishes initiative. Receives donations based on three-pointers made by the Herd at home games.
• Aambé SportsminorGTM or Marketing Partner · 12 November 2025Aambé Sports presented Native American Heritage Night at Oshkosh Arena on November 21, 2025, celebrating tribal heritage with special jerseys and cultural performances.
• 4imprintcoreGTM or Marketing Partner · 10 November 20254imprint 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 VodkaminorGTM or Marketing Partner · 1 March 2025Tito'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 SocietyminorOthers · 1 March 2025Beneficiary of Dishes for Dogs initiative. Receives donations based on assists by the Herd.
• Adashun Jones Real EstateminorGTM or Marketing Partner · 6 November 2024Adashun 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 OshkoshminorOthers · 6 November 2024Beneficiary of Protect This House initiative. Receives donations based on blocks made by the Herd.
• Oshkosh YMCAcoreStrategic or Co-development Partner · 1 January 2024JR. 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.
• SCHEELScoreGTM or Marketing PartnerSCHEELS sponsors Pointer mascot appearances and annual youth basketball clinic. Key partner for community engagement initiatives.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• Xx.com/wisconsinherd
• YouTubeyoutube.com/channel/UCvo9Q5RPXb-8LsjOLhgThIw
• Facebookfacebook.com/WisconsinHerd
• Instagraminstagram.com/wisconsinherd
• TikToktiktok.com/@wisconsinherd
• LinkedInlinkedin.com/company/wisconsinherd

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wisconsin Herd