California firm tapped to sell naming rights to Denver Broncos stadium, say sources

24 November 2016

A California marketing and talent agency, WME-IMG, has been selected to sell naming rights to the Denver Broncos stadium, according to multiple sources.

The competition for the rights to the stadium of the defending Super Bowl champions -- now carrying the name of the bankrupt Sports Authority retail chain -- has been among the most talked-about sales pitches of the year, with most of the top agencies competing for the job.

In August, the NFL team purchased the last five years of the old naming-rights deal held by Sports Authority after the sporting goods retailer filed for Chapter 11 bankruptcy protection in March.

Starting last month, the Broncos were set to make quarterly payments for the $19 million remaining on the original 20-year deal valued at $120 million. The Broncos have said publicly they hope to sign a new 10-year deal.