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SBD/Issue 127/Facilities & Venues
AutoNation Leveraging Invesco Field Deal With Used-Car Sale
Published March 20, 2002
Organizers of the AutoNation off-site used-car sale at Invesco Field at Mile High "believe up to 10,000 customers" will attend the event over the next four days, and 6,000 "qualified" customers will receive a free bobblehead doll of former Broncos QB John Elway, according to Steve Caulk of the ROCKY MOUNTAIN NEWS, who notes AutoNation is the official automotive sponsor of Invesco Field and Pepsi Center. AutoNation officials said that the Elway doll is worth $25, and the company will distribute one doll per family after the dealer receives a completed sales questionnaire. AutoNation will also award various Bronco-related prizes throughout the sale. While this is AutoNation's first consolidated sale of used cars at Invesco Field, the company holds several events each year at the Pepsi Center, "typically attracting 5,000 to 6,000 people." At the last Pepsi Center event, AutoNation sold 780 cars. AutoNation has a three-year deal "in which it can hold at least six ... car sales in the parking lot" of Invesco Field. Broncos Dir of Partnership Marketing Denny O'Leary said AutoNation is "one of our major sponsors. ... They participate in any number of opportunities, from major signage to on-field promotions. They have a pretty integrated program with us" (ROCKY MOUNTAIN NEWS, 3/20).