Broncos still searching for stadium name agreement

DENVER -- At Sports Authority Field at Mile High, the corporate sponsorships are tough to miss: From the car advertisements in the parking lot to the United Club Level to the Noble Energy grill.

But there is one that's still missing: The stadium name.

"I did expect that there would be a deal by now," Metropolitan State University of Denver professor Darrin Duber-Smith said. "My feeling is that they're going to have to get creative. And they're smart people. They're probably already doing that right now."

Duber-Smith believes the Broncos are asking for between $10 million and $11 million per year for a contract that could last 15 to 20 years. That's a $200 million-plus investment for advertising space.

"There are too many venues, and there really aren't enough large, healthy companies in industries that are recession-proof that can handle this sort of long-term agreement," he said.

Duber-Smith said it's also possible the Broncos will sweeten the pot by naming a portion of their proposed entertainment district after the company.

"What that would do is give the sponsor opportunities to engage with NFL fans on a year-round basis," he said.

He said if the organization wants a new deal, and a new sign in place by the home opener, it will have to act quickly.