Sports Authority signs come down at Broncos’ stadium

DENVER -- Naming football stadiums after businesses is a trend that has been going on for years.

AT&T Stadium, Fed Ex Field, even one named after a condiment, Heinz. It’s a multimillion-dollar name game. It’s also a revenue stream that businesses can’t turn down.

What could be better than having your company’s name broadcast every time a game is played there?

“It is real lucrative. I mean the average for some of these is getting up to $10 (million), $11 (million), $12 million a year over a 20-year period," said Darrin Duber-Smith, a Metropolitan State University of Denver marketing professor.

As machines hoist men up high at Sports Authority Field at Mile High to slowly remove the giant, and now defunct, signage, the Broncos and the Metropolitan Football Stadium District are looking for a new moniker along with a new multimillion-dollar contract.

“And you do it over a very long period of time. You don’t do it for two, three or five years, you do it for 15, 20, 25 years," Duber-Smith said.

Why not just call it by its original, classic and timeless name, Mile High Stadium? Sorry, you have to pay to play.