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Broncos engage WME-IMG in search for stadium naming rights partner

NFL American football team the Denver Broncos has selected the WME-IMG agency to help secure a new naming-rights partner for Mile High Stadium, its home field.

In August, the Broncos assumed the contract for naming rights to the stadium from sporting goods retail store chain Sports Authority, which filed for bankruptcy in March. However, 'Sports Authority Field at Mile High' remains the stadium’s official name.

The Broncos are bearing responsibility for the remainder of the current contract, which is due to expire on July 31, 2021, and WME-IMG will now lead the team’s search for a new sponsor. The partnership will also involve WME-IMG overseeing the Broncos’ event programming.

“WME-IMG’s extensive network throughout the sports and entertainment industry will serve as a tremendous resource for our organisation in this very important process,” Broncos president and chief executive Joe Ellis said.

“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 organisation and this community.”

The Broncos said in August that there was no timeframe for securing a new naming-rights partner. The team also confirmed that any proceeds generated from a deal would be split 50-50 between the Broncos and the Metropolitan Football Stadium District, which owns the stadium.

Preliminary numbers have indicated over $300m (€283m) will be needed over the next 30 years to maintain the facility, with revenue from a naming rights deal helping to cover these costs.