DENVER (CelebrityAccess) — The Denver Broncos announced that they are assuming the naming rights contract for Mile High Stadium, with the intent of finding a new naming rights partner on their own.
According to the Denver Post, the team will assume the last 5 years of the deal, which failed to find a buyer at auction during bankruptcy liquidation proceedings for its previous naming rights partner sporting goods retailer Sports Authority.
“They did everybody a favor. They just wanted it to go away, so they’re making it go away,” Metropolitan State University marketing professor Darrin Duber-Smith told the Denver Post. “Now they can concentrate on a new deal without having the baggage of the old deal hanging over their head.”
According to The Post, the venue will retain the Sports Authority Field at Mile High while the team 'moves aggressively' to find a new partner, Broncos president Joe Ellis said Wednesday. – Staff Writers