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.

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The sun sets over Sports Authority Field. (Kevin J. Beaty/Denverite)

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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.”

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