Empower Retirement has agreed a 21-year deal for naming rights to the home stadium of the Denver Broncos NFL American football team.
Pending approval by the Metropolitan Football Stadium District, the deal will run until 2039 and officially rename the venue as Empower Field at Mile High.
Empower is headquartered in metro Denver and has been a partner of the Broncos since 2015. Financial terms of the naming-rights agreement were not disclosed.
As part of the deal, Empower will benefit from significant brand and media exposure, including a comprehensive and integrated mix of visibility on game days and throughout the year with signage, media placement, promotional opportunities and hospitality benefits. The company will also work with the Broncos on a range of community and employee engagement opportunities.
“We are proud to reach an agreement on a long-term naming rights deal between the Broncos and Empower Retirement,” Broncos president and chief executive Joe Ellis said.
“Empower is a thriving – and growing – hometown company that has been a valued team partner since our Super Bowl season in 2015. Most importantly, we’ve enjoyed a genuine working relationship with Empower for a number of years because they are simply great at what they do.
“The Broncos and Empower Retirement share many of the same values, especially a commitment to innovation, a focus on community engagement and a desire to be the very best. It’s exciting to now call Empower Field at Mile High the home of the Denver Broncos – and many other world-class events – well into the future.”
The agreement ends the Broncos’ search for a stadium naming-rights partner after Sports Authority, the previous sponsor, went bankrupt in 2016. The company’s branding remained on the stadium during the 2017 season.
The stadium opened in 2001 and was called Invesco Field at Mile High until Sports Authority assumed naming rights in 2011. Mile High Stadium was the name of the Broncos’ previous home venue.
As well as serving as the home of the Broncos, Empower Field at Mile High will host more than 300 events annually, including major concerts, international sports matches, festivals and conventions.
Since opening in 2001, the stadium has sold out every possible Broncos game as part of the team’s record 403-game, 50-year sellout streak that stretches back to 1970. The stadium also serves as the home of Major League Lacrosse team the Denver Outlaws.
Empower Field at Mile High is also bidding to be one of the host venues for the 2026 FIFA World Cup, which will be staged in the US, Mexico and Canada. Approval was recently granted for $8.3m (£6.8m/€7.5m) of upgrades to the stadium, with work to include the installation of energy-efficient LED lighting to meet World Cup standards.
Image: Denver Broncos