Man, I hate when I get all excited about a news story and then it turns out to be a big ball of nothing. That appears to be the case with Friday’s news that the naming rights to the Denver Broncos stadium had gone up for sale, and nobody even bothered to bid:
The stadium in Denver is called Sports Authority Field at Mile High Stadium, named after the eponymous sporting goods retailer in 2011. However, Sports Authority filed for bankruptcy in March and put the naming rights up for sale as part of a court-supervised auction.
No bidders for the rights came forward at an auction of the retailer’s assets held this week, Matt Sugar, the director of stadium affairs at the Metropolitan Football Stadium District, which is the owner of the stadium, said on Friday. Discussions are underway about launching a new auction for the naming rights.
Wow, really, nobody? I’ve argued before that naming rights for existing stadiums aren’t worth much, in part because after a couple of name changes everybody just gives up and calls it whatever it was called in the first place — and with “Mile High” stuck there in the name, that gives fans a great option to ignore whatever new corporate moniker got slapped on ahead of it. But you’d think somebody — some publicity-desperate tech startup, Peeple, anybody — would throw a token $1 at the bankruptcy auction, no?
Except then there’s this:
The contract for the naming rights up for grabs extends until 2021, and comes with a $3.6 million payment obligation due Aug. 1.
And there’s the catch: Sports Authority isn’t really auctioning off the rights to the Broncos stadium name — it’s auctioning off its contract to put a name on the Broncos stadium. And since the stadium name is almost certainly worth less than the $6 million a year the company agreed to pay back in 2011, the rights to take on those payments probably have a negative value, which is why nobody bothered to bid.
The more likely scenario now is that no one bids for the rights, Sports Authority misses that August 1 payment, and the Denver Metropolitan Football Stadium District gets to re-sell the rights to the highest bidder, of which there will no doubt be some, even if they won’t be offering $6 million a year. The Broncos and the district split the proceeds from naming rights, so Sports Authority’s bankruptcy could end up costing both the team owners and the public some money — though not as much as the naming-rights deal cost Sports Authority, since the move may have helped push the company into bankruptcy. You think maybe everyone might have thought this through better in the first place?