Dick's Sporting Goods Wins Sports Authority Brand Name

DENVER (CBS4) - Dick's Sporting Goods won the bid at the auction for Sports Authority Holdings Inc.'s brand name and other intellectual property, the Wall Street Journal reported Thursday morning.

A $13 million bid by British retailer Sports Direct International PLC came up second to the $15 million bid from Dick's Sporting Goods.

The company won intellectual property and 31 Sports Authority store leases.

After declaring bankruptcy, Sports Authority is also selling the naming rights for Sports Authority Field at Mile High. That process, though, is still underway.

The deadline for bidding on naming rights was Monday, but the Wall Street Journal reports that there are talks to extend it.

Many Broncos fans hope the stadium name will simply stay Mile High.