SBJ/20100802/This Week's News

Gameday will run Broncos’ team stores

Gameday Entertainment has signed a five-year deal to operate the Denver Broncos’ team store at Invesco Field and a separate location at the team’s training camp and headquarters at Dove Valley.

The Broncos had managed their stadium’s pro shop in-house but decided to use a specialist as the team re-energizes its brand after drafting quarterback Tim Tebow, said Mac Freeman, the club’s senior vice president of business development.

Tebow’s No. 15 jersey has been the top seller on since April, and the team felt it made sense to bring in Gameday to meet product demand. Centerplate, the Broncos’ food provider, runs all portable and fixed merchandise stands inside the stadium with the exception of the team store.

Gameday had plans to set up one to two Broncos-branded trailers during training camp in addition to running the small permanent store at Dove Valley in the suburb of Englewood, Colo., Freeman said.

“This was about finding a partner who could continue to run the store at a high level but also help us grow the business outside those four walls, and Gameday was willing to invest in doing that,” Freeman said.

Gameday gets paid an undisclosed percentage of merchandise sales, he said.

Denver-based Gameday proved its mettle before signing the long-term contract by successfully moving inventory earlier this year during the Broncos Country Caravan, a nine-city tour of Colorado. “Frankly, they’ve been pursuing our business for a number of years,” Freeman said.

The Broncos are Gameday’s first NFL client. Its other major league retail accounts are with the Arizona Diamondbacks, Phoenix Suns, Memphis Grizzlies, Oklahoma City Thunder and Florida Panthers.

For the firm’s president, Alan Fey, it’s a dream come true to run his hometown team’s retail business. “I grew up rooting for the Broncos, and my dad [concert promoter Barry Fey] had season tickets at old Mile High Stadium,” he said.

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