Sports Authority still needs to get rid of its Mile High Stadium naming rights

staff photo
Marketing for the Sports Authority's auction of the naming rights for Mile High Stadium (Hilco Streambank)

Marketing for the Sports Authority's auction of the naming rights for Mile High Stadium (Hilco Streambank)

Sports Authority is again asking companies to take its place on Mile High Stadium.

The struggling Englewood-based retailer is taking bids for the naming rights until Monday. Sports Authority originally hoped to get a winning bid for the stadium sign June 23.

When that proved unsuccessful, the company tried to get bids by June 27. But that deadline also had to be extended. The latest bidding round for Mile High’s marquee wrapped up Tuesday.

It appears Sports Authority’s search came up empty again. On Wednesday, the Massachusetts-based company Hilco Streambank announced it would be accepting bids on Sports Authority’s behalf until 9:59 p.m. Monday.

There’s less than a month away until the Denver Broncos’ take the field for their first preseason home game and the clock is ticking for Sports Authority to find a buyer.

The company filed for bankruptcy in March and reportedly plans to close most or all its stores before the end of the month.

In 2011, Sports Authority agreed to pay $32 million to take over the naming rights contract of Mile High football stadium from the Invesco Funds Group. The company is looking for someone to buy the final five football seasons of that contract.

Business & data reporter Adrian D. Garcia can be reached via email at agarcia@denverite.com or twitter.com/adriandgarcia.

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