The Denver Broncos NFL American football franchise has called upon the services of the WME-IMG agency in its search for a naming-rights partner for its home stadium.
The stadium is currently named Sports Authority Field at Mile High through a partnership with sporting goods retail store chain Sports Authority.
However, Sports Authority filed for bankruptcy in March and the Broncos assumed the company’s naming-rights contract for the stadium in August. The contract is due to expire on July 31, 2021.
WME-IMG will be responsible for securing a replacement for Sports Authority and will also lead the Broncos’ event programming operations.
“WME-IMG’s extensive network throughout the sports and entertainment industry will serve as a tremendous resource for our organisation in this very important process,” Broncos president and chief executive Joe Ellis said. “Naming rights are critical to improving our stadium and the overall fan experience. Teaming up with WME-IMG will help us find the right partner that understands the values of our organisation and this community.”
No timeframe has been given for securing a replacement for Sports Authority. Any revenue generated from a sponsorship deal would be split 50-50 between the Broncos and the Metropolitan Football Stadium District, the stadium’s owner.
The stadium underwent $30m (£24m/€28m) worth of upgrades in 2013, with audiovisual elements, suites and concourses all being enhanced. The size of the stadium’s scoreboard was also increased by three times as part of the renovation.
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