Denver Broncos choose WME | IMG to head search for new naming rights partner

The Broncos are looking for a new partner after bankrupt retailer Sports Authority missed payments on its naming rights contract.

Sports Authority Field at Mile High. (Kevin J. Beaty/Denverite)

sports authority field; stadium; broncos; football; kevinjbeaty; denverite; denver; colorado;
The sun sets over Sports Authority Field. (Kevin J. Beaty/Denverite) sports; sports authority field; broncos; sunset; denver; denverite; colorado; kevinjbeaty
The Broncos took the next step in securing a new naming rights partner. (Kevin J. Beaty/Denverite)

The Denver Broncos have tapped sports marketing agency WME | IMG to secure a naming rights partner. WME | IMG will lead the search as the Broncos seek to rename Sports Authority Field at Mile High.

The Broncos took over the search for a new naming rights partner in late August, after a judge overseeing Sports Authority’s bankruptcy case ruled in the team’s favor.

The Broncos asked for the naming rights Aug. 2 after Sports Authority missed its $3.6 million payment for the naming rights contract.

Now the team has passed off that responsibility to WME | IMG.

“WME | IMG’s extensive network throughout the sports and entertainment industry will serve as a tremendous resource for our organization in this very important process,” Broncos President and CEO Joe Ellis said in a press release. “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 organization and this community.”

Subscribe to Denverite’s weekly sports newsletter here.

Christian Clark

Author: Christian Clark

Christian Clark covers sports. He's worked for outlets that include the Fort Worth Star-Telegram, The Oklahoman, Columbia Missourian and Dave Campbell's Texas Football magazine. He likes music and Mexican food. Lots and lots of Mexican food. Got questions? Tips? You can reach him at cclark@denverite.com.