DENVER (CBS4) – It’s official. Sports Authority Field at Mile High is now the home of the Denver Broncos. The new sign was officially unveiled at the stadium Thursday morning.
Sports Authority completed its deal for the naming rights late in August, taking over from the financial company Invesco.
The sporting goods retailer has had a relationship with the Broncos for the past several years.
“We talked about wanting to enhance our partnership with the Broncos,” said Jeff Schumacher, the Executive Vice President and Chief Marketing Officer for Sports Authority, “Enhance our awareness in Colorado and find a way to do more in Colorado and give back.”
The new signs sport images of the Rocky Mountains, Broncos blue, the words “at Mile High” and the Sports Authority’s red logo. Some fans have expressed disappointment the logo does not include Broncos orange.
But the Broncos say it’s important that Sports Authority, a Colorado company with an 80 year history in the state, gets the recognition it deserves.
“We occupy the building 10 days a year … but this is a community stadium. There are hundreds, north of 250 other events that take place in and outside of the building,” said Joe Ellis, Denver Broncos President.
“A company like Sports Authority assumes the naming rights and is benefiting taxpayers has the right and should be able to display their emblem.”
Sports Authority employs 1,700 people in Colorado and bills itself as the state’s third-largest private employer. The company has signed a 25 year deal and plans to spend about $6 million on improvements to the stadium.
For the Broncos, the new name just echoes the team’s commitment to moving forward in a new season.
“It’s a fresh start for us,” said Ellis. “We’re looking to have a fresh start on the field Monday so we’re excited about that.”