Sports Authority signage was taken down in January after the Broncos severed the naming rights dealGETTY IMAGES
Denver's Metropolitan Football Stadium District yesterday "unanimously approved" the Broncos' request to "temporarily rename their stadium" Broncos Stadium at Mile High as they continue their search for a long-term naming rights partner, according to Nicki Jhabvala of THE ATHLETIC. The name will be the "third for the stadium since it opened" in '01. The Broncos in '16 "not only severed" their $55M sponsorship with Sports Authority but also "assumed the remainder of the company’s naming rights deal," worth about $20M over five years. Acquiring the contract "gave the team control over finding a new partner, which they hope to secure for at least 10-15 years." Although fans have "clamored for the stadium to simply be named Mile High Stadium, the Broncos insist a sponsorship deal is vital to maintain and continue to upgrade the facility." Sources said that the team has been "close with a few companies on a potential deal in recent months, but at the time no naming-rights deal is imminent." The Broncos in January "removed the Sports Authority signage from the stadium." MFSD Director of Stadium Affairs Matt Sugar said the plan for new signage "isn’t entirely set but the Broncos have indicated they plan to put up signs on the three sides of the stadium, excluding the south end, for now" (THEATHLETIC.com, 6/20).
PART OF A SMALL GROUP: In Denver, Ryan O'Halloran notes of the 31 NFL stadiums in use for the '18 season, "only six will not have a naming rights deal." By choice, the Bengals’ Paul Brown Stadium, Packers’ Lambeau Field, Chiefs’ Arrowhead Stadium and Bears’ Solider Field have "not sold their naming rights." The Rams are playing in the L.A. Coliseum until their new Inglewood stadium is completed, leaving the Broncos as the "only team who has a permanent home and is seeking a naming rights deal." From the Broncos’ angle, being patient to find a new naming rights sponsor is "prudent since they want to secure a contract that is of course lucrative but also establish a partnership that lasts for decades" (DENVER POST, 6/21).
