When a company that sells cannabis announced Friday it wanted to acquire naming rights for the Broncos’ home field, many people probably assumed it was an April Fool’s joke.
But cannabis is big business in Colorado, and Native Roots, which runs a 14-store chain in the state, is quite serious about sponsoring the Broncos playing field.
“It’s not a joke, we’re very serious,” founding partner Rhett Jordan told CBS 4 in Denver.
Sports Authority currently holds those naming rights, but that company filed Chapter 11 bankruptcy protection in early March, raising questions about those naming rights.
Jordan says his company has both the financial strength and desire to make a deal work.
“We’ve always been huge fans of the Broncos, we felt like this was a great opportunity to bring two brilliant brands together,” Jordan said.
The company even released a possible new design for the stadium signage, although Jordan says the cannabis leaf might not be part of the final design.
When CBS 4 contact the Broncos for comment on Native Roots' proposal, the station said the team likely assumed it was an April Fool's gag.
"Sports Authority has been a great partner for many years and we certainly hope to keep it that way," the team told the station via a statement.
Sports Authority bought the naming rights to Sports Authority Field at Mile High in 2011, for $6 million per year. Some financial analysts have blamed that contract, which runs through 2021, for Sports Authority's financial woes.