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Denver Broncos sign naming-rights deal with Empower Retirement

The Denver Broncos’ home stadium will gain its fourth name following the completion of a new 21-year naming rights agreement with Colorado-based retirement services provider Empower Retirement. Financial terms were not disclosed.

The Broncos’ venue will be renamed Empower Field at Mile High following approval by the Metropolitan Football Stadium District, which is believed to be a formality. Temporary signs will go up in time for the new National Football League season, which begins this week.

The Broncos have looked for a new stadium naming-rights partner after Sports Authority filed for bankruptcy in early 2016. Since then, the stadium has been known as Broncos Stadium at Mile High following its prior incarnation as Sports Authority Field at Mile High.

The Broncos were reportedly paid $150m in a 25-year deal from defunct sporting goods retailer Sports Authority for naming rights from 2011 before the deal was cut short just five years later. The facility originally opened in 2001 as Invesco Field at Mile High, and the investment management company held the naming rights for a decade before transferring them to Sports Authority.

Based in Greenwood Village in suburban Denver, Empower has been a team sponsor since 2015.

As part of the agreement, Empower will gain significant national brand and media exposure. This includes signage, media placement (including press conference backdrop), promotional opportunities and hospitality benefits. Empower will also work with the Broncos on developing community and employee engagement opportunities.

Sports and entertainment company Endeavor played a key role in the negotiations between the two parties.

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