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Volume 26 No. 207
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Empower Retirement OK Keeping "Mile High" In Stadium Name

The stadium's new logo includes waving red stripes -- the same flag design used in Empower’s corporate logo
Photo: BRONCOS
The stadium's new logo includes waving red stripes -- the same flag design used in Empower’s corporate logo
Photo: BRONCOS
The stadium's new logo includes waving red stripes -- the same flag design used in Empower’s corporate logo
Photo: BRONCOS

Empower Retirement's decision to include "at Mile High" in the Broncos' stadium name and logo "might have been a point of contention" for other interested naming-rights sponsors, but it was not one for the Denver-based retirement plan provider, according to Kyle Fredrickson of the DENVER POST. Empower could have taken issue with keeping Mile High "considering the nickname could surpass the formal name in fans’ vocabulary," but the company "saw it another way." Empower President & CEO Ed Murphy said, "We think that’s part of the heritage so ‘Mile High’ was never going away." The new stadium logo "features a blue backdrop with 'EMPOWER FIELD' in white block lettering beneath three red waves and above three orange mountain peaks resting on the words 'AT MILE HIGH.'" Likely the "biggest contention among fans over the new logo is the waving red stripes." It is the "same flag design used in Empower’s corporate logo and visually bridges the gap between Mile High and the company’s business offerings" (DENVER POST, 9/6).

ECONOMIC THINKING: In Denver, Mark Kiszla writes local taxpayers will "never again build a stadium for the benefit" of an NFL owner, so "who cares what you call the place our Broncos call home." Still, the 21-year deal with Empower "doesn’t mean diddly if the influx of money doesn’t ensure a long life for the stadium." In the future, whether it is Brittany Bowlen or "somebody else who owns the Broncos down the road, the argument for a new stadium will likely be: Denver cannot have a Super Bowl without a dome" (DENVER POST, 9/6).