The home of the Denver Broncos has officially been renamed Broncos Stadium at Mile High, but the club will continue to seek a naming-rights partner.
The stadium’s name has been in a state of flux since 2016, when Sports Authority–which was the naming-rights partner for Sports Authority Field at Mile High–filed for bankruptcy. Ever since, the Broncos have been on the search for a new naming-rights agreement for the stadium, but have not secured a deal thus far.
While they are continuing to seek a naming-rights partner, the Broncos requested that the facility’s name be changed to Broncos Stadium at Mile High for the time being. That request was approved on Wednesday by the Metropolitan Football Stadium District. More from The Denver Post:
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.
In his statement, [Broncos chief commercial officer Mac] Freeman said: “We’ve had many productive conversations and are confident we’ll identify the right partner, which is critical for ongoing improvements to our stadium. In this interim period, we’ll continue to provide all the necessary resources to ensure our stadium remains a great place for fans and (is) one of the top facilities in all of sports.”
All Sports Authority signage was removed from the stadium earlier this year, though the venue had officially retained the Sports Authority Field at Mile High name. With the new name approved, Broncos Stadium at Mile High will join a small number of current NFL stadiums whose names for the 2018 season are not influenced by a corporate sponsorship.
Image courtesy Denver Broncos.
Image courtesy of the Denver Broncos.
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