Welcome to __________ Field at Mile High
Englewood-based sporting goods retailer Sports Authority filed for bankruptcy protection Wednesday, throwing into question the future of the name of the stadium the Denver Broncos call home. In mid-February, as bankruptcy rumors swirled after Sports Authority missed a $21 million interest payment in January, 9News.com reported that the naming rights to Mile High would remain intact through the end of the current contract, 2021. Whether the company will still be afloat, or solvent enough to make those payments, is another question.
At only $6 million a year (average), the naming rights contract is a relatively small number compared to the reported $643 million debt load the company currently carries. But lopping off $36 million in advertising from that number might be a wise choice for the bean counters (and a welcome move for other lien holders).
Like Sports Authority did for Invesco, there’s a chance another company could come in and scoop up the current contract before it gets voided and the price tag goes up (which it inevitably will). Stadiums like those in Houston, New Orleans and Phoenix are sponsored for between $8 and $12 million a year while AT&T and MetLife shell out $19 million a year to have their names plastered in Dallas and New York (New Jersey).
Broncos fans were ecstatic when Sports Authority (known to most “natives” as Gart Sports) took over naming rights from the financial firm Invesco in 2011. The local company that grew from a small fishing rod outlet to one of the nation’s largest retailers was a badge of honor – until yesterday’s news.
Thus, the MHS staff compiled a list of the top local brands we’d like to see take over the relative bargain $6 million naming rights to ___________ Field at Mile High.
No. 6 – American Furniture Warehouse Field at Mile High
It’s no secret Jabs loves media attention. His TV commercials featuring exotic animals were local favorites for years (until everyone wised up and realized the PETA implications of such ads). Jabs has grown his business immensely and now operates more than a dozen mega-stores not only in Colorado but also in Arizona and offering nationwide delivery.
We see huge potential here, as there could be a serious upgrade in seating (can you say massaging recliners in every seat?) and decor (the concourse could really benefit from some abstract pastel paintings).
No. 5 – Illegal Pete’s Field at Mile High
While Chipotle might seem like the obvious choice in the fast-casual Mexican food category, the burrito-makers have much work to do to repair their image and clean up their food supply and handling protocol. That leaves the door wide open for Illegal Pete’s, who continues to play the role of the delicious little burrito that could.
Founded in Boulder and now based in Denver, Illegal Pete’s would add some edge to the branding identity of the Broncos’ home stadium. Plus their slogan, “The More. The Merrier.” is a perfect way to think about the slew of new fans who will be hopping on the Broncos’ bandwagon after their latest Super Bowl win.
The biggest benefit? They’d provide a serious upgrade in concourse concessions. We’d like to put in our request right now for all day breakfast burrito sales.
No. 4 – Noodles & Company Field at Mile High
And depending on how things shake out over the next week with the Broncos’ quarterback situation, there could be a real tie-in for at least another year with a certain Hall of Fame quarterback whose arm isn’t, well… isn’t quite what it used to be.
We’re not sure how Emmanuel Sanders and Demaryius Thomas will feel about being called “& Company,” but a poster and t-shirt series for “Noodles & Company” featuring Manning and his receivers would be a huge hit with local fans à la the old “Three Amigos” days.
No. 3 – South Park Field at Mile High
Known for their outlandish stunts and subversive comedy, Parker and Stone would no doubt turn the NFL on its ear with a sponsorship. They’ve lampooned the league many a time, including mocking the Washington mascot debate, Deflategate, concussions and replacement refs, just to name a few.
No doubt they’d come up with something more controversial (and hilarious) than just “South Park Field” or “Oh My God! You Killed Kenny! Field.”
No. 2 – Casa Bonita Field at Mile High
A section of the north end zone could be turned into a pool for the cliff divers, mariachis would roam the south stands and everyone would get endless sopaipillas delivered straight to their seats just by raising a little orange flag. Pair all that with a Broncos win and it sounds like heaven on earth.
A dose of Casa Bonita would instantly turn Mile High into the greatest entertainment venue in the world (and we haven’t even touched on the puppet show, skee ball or old timey jail photos), although we would insist they leave the food services to the professionals.
No. 1 – Mile High Sports Field at Mile High
It makes logical sense, as the old “Mile High” brand that fans were so sad to let go of when the new stadium was built would now be plastered on the front and back end of the stadium’s name. Also, we’d be willing to give up our traditional red logo color (something Sports Authority would not do) in favor of something more appropriate. Instead of bathing the Broncos’ stadium in Kansas City red, the whole exterior could be lit up in orange.
We’d carry Mile High Sports AM 1340 throughout the stadium so everyone could enjoy Gil Whiteley’s soothing tenor as they find their seats. And wouldn’t every fan be happy to find a copy of Mile High Sports Magazine waiting behind in the stall when they have to make that inevitable pregame pit-stop after eating too many tailgate brats?
C’mon accounting, there has to be $36 million in the budget somewhere.