Coming down.
Signage for Sports Authority is being removed from the stadium as the team seeks a new partner.
The Sports Authority logos that hang from the Broncos’ stadium are coming down.
Team president and CEO Joe Ellis said Tuesday that the team will take down the signage representing the defunct company, starting within the next 10 days.
“All of the exterior signage will come down here starting probably in a week or 10 days, I think,” Ellis said. “The name needs to remain in place for a while because we have some placeholder events both inside the building and in the bowl itself with some concerts and stuff.”
The Broncos had originally hoped to secure a new naming-rights partner for the stadium for the start of the 2017 season. As the Broncos enter another offseason, Ellis is unwilling to make promises about finding a new partnering brand for the start of the 2018 season, but he expects a different look for the Broncos’ stadium by then.
“I expect, by the start of the season, we’ll either have a placeholder name or a name on the building that involves a corporation supporting that name,” Ellis said. “That’s an important part of our capital funding moving forward. I’ve talked at length about some of our needs there, and they’re extensive. We have 13 seasons left on our lease, and I’d like to wrap up a naming-rights deal and extend that because the Broncos are not going anywhere.”
Although many fans have longed for the team to simply use Mile High as the name, the team is adamant in finding a new namingrights partner — the third since the stadium opened in 2001 — to help fund stadium maintenance and upgrades.
In 2016, the Broncos ended their sponsorship agreement with Sports Authority, which was valued at $55.3 million. They also assumed the rest of Metropolitan Football Stadium District’s naming-rights contract with the bankrupt company, which still owed about $20 million over five years. That money has been coming out of the team’s pockets, eating at its bottom line and taking away from other potential changes to improve fan experience.