Joe Ellis, president and chief executive of the Denver Broncos, has said that he is “optimistic” the NFL American football franchise will secure a new naming rights partner for its Sports Authority Field at Mile High before the start of the 2017 season.
Sporting goods retail store chain Sports Authority currently holds the naming rights to the venue, but after filing for bankruptcy in March of last year, the Denver Broncos assumed the firm’s contract in August.
In November, the team appointed the WME | IMG agency to help in the search for a new naming rights partner, but a replacement is yet to be found.
However, Ellis said in a statement that he is confident of securing a new partner prior to the new season, which is due to begin in September, adding that talks are ongoing with a number of interested parties.
“We’re still having ongoing discussions with our agency,” Ellis said. “I’m going back to New York here for a couple of consecutive visits. I’m going to try and catch up with WME | IMG and see how much further they have gotten.
“I can’t disclose who they are talking with. I’m still optimistic we’re going to get a deal done prior to the season, but no promises because you have to get the right deal.”
Ellis added: “There are a lot of different components to it. It’s not just putting a name on the building.
“There are some developmental issues to the south of the stadium that have been talked about. We’re looking at that as part of the deal. A lot of different moving parts and we’re still working hard on it.”
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