Ron Chenoy/USA TODAY

Denver Broncos Stadium Name is up for Grabs

With Sports Authority filing for bankruptcy, whose name will be gracing the front of Mile High Stadium this upcoming season?

The house of the defending Super Bowl champion Denver Broncos is still (for the time being) called Sports Authority Field at Mile High. But with the sporting goods chain filing for bankruptcy, it seems only logical that the naming rights be passed on to the highest bidder.

Sports Authority wants to sell, too, in order to comply with bankruptcy proceedings. As the Denver Business Journal has reported, Sports Authority has been continuously extending the deadline to bid on the naming rights because no offers have been made at this point in time. current contract for the naming rights to the Broncos' home field was signed after its construction in 2001 when it was called Invesco Field. Sports Authority was eventually transferred the rights just prior to the 2011 season. The contract extends all the way until 2020. 

The prevailing theory as to why no one has jumped on the advertising opportunity appears to be the lack of permission to sell the rights from the Metropolitan Football Stadium District, which claims to have the final say over any proposed name change.

If Sports Authority is unable to transfer the naming rights to someone else, a new naming rights contract (and a higher price tag) would presumably be negotiated by the district.

So far, the only company that has publicly thrown their hat in the ring is a legal marijuana dispensary called Native Roots. Although, something tells me that NFL Commissioner Roger Goodell might not be on board with "Native Roots Field at Mile High." Just a hunch.

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Will Keys is an Analyst for Mile High Huddle. You can find him on Twitter @WillKeys6.

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