Denver Broncos stadium naming rights fail to attract bidders

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July 1 (Reuters) - Tickets to watch U.S. professional football team the Denver Broncos, the winners of the 2016 Super Bowl, may be a hot commodity, but an auction for their stadium's naming rights ended this week without any bids being received.

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.

The contract for the naming rights up for grabs extends until 2021, and comes with a $3.6 million payment obligation due Aug. 1. Sports Authority is current on payments under the naming rights contract, Sugar said.

A spokesperson for Sports Authority declined to comment.
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See Sports Authority store locations around the country:

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Sports Authority stores around the country
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Sports Authority stores around the country
DENVER, CO - APRIL 26: Customers come and go from the Sports Authority flagship 'Sports Castle' at 1000 Broadway in Denver on Tuesday, April 26, 2016. Sports Authority has abandoned hope of reorganizing and exiting bankruptcy and instead will count on buyers to save parts of its sprawling retail chain, company lawyer Robert Klyman told a judge Tuesday.(Photo by Kathryn Scott Osler/The Denver Post via Getty Images)
A Sports Authority store is shown in Encinitas, California on March 2, 2016. Sports Authority Inc. said it had filed for Chapter 11 bankruptcy protection and hired liquidators to begin closing up to 200 of its 463 locations. REUTERS/Mike Blake
MIAMI, FL - MARCH 02: A Sports Authority store is seen as the company files for Chapter 11 bankrupty on March 2, 2016 in Miami, Florida. The chain of stores owned by private equity firm Leonard Green & Partners will seek to sell or close about 140 stores. (Photo by Joe Raedle/Getty Images)
GREENFIELD, WI - NOVEMBER 28: Shoppers wait in temperatures in the mid teens as they wait to get their holiday shopping season going at the annual Black Friday sales event at the Sports authority store November 28, 2014 in Greenfield, Wisconsin. (Photo by Darren Hauck/Getty Images)
A pedestrian walks past a Sports Authority Inc. store in New York, U.S., on Saturday, Feb. 6, 2016. Sports Authority, once the biggest sporting-goods chain in the U.S., is preparing to file for bankruptcy. Photographer: John Taggart/Bloomberg via Getty Images
Retail sign. Sports Authority store in Lakewood, California.
SKISALES01-- Tents a set up, Wednesday Sept. 01, 2010, for people waiting in line to be the first shoppers inside for Sports Authority's Snigrab Labor Day weekend ski and snowboard sales, at Sports Authority's store on Broadway Ave. in Denver. RJ Sangosti/ The Denver Post (Photo By RJ Sangosti/The Denver Post via Getty Images)
NILES, IL - JANUARY 24: A sales associate walks past a Sports Authority sign near an athletic-shoe display at a Sports Authority store January 24, 2006 in Niles, Illinois. Sports Authority has announced that it has reportedly entered into an agreement to be acquired by a group of investors organized by Green Equity Investors IV, L.P. Englewood, Colorado-based Sports Authority is reported to be one of the country's largest sporting goods stores with about 398 retailers in 45 states under various store names. (Photo by Tim Boyle/Getty Images)
UNITED STATES - DECEMBER 20: Chicago Bears merchandise is on display at a Sports Authority store in Chicago, Illinois on Tuesday, December 20, 2005. The Chicago Bears' unexpected run at the National Football League playoffs with a division-leading 9-4 record, including the longest winning streak since the team's last Super Bowl title in 1985 -- 8 games -- is boosting business for sports bars and team-merchandise sellers. (Photo by Joe Tabacca/Bloomberg via Getty Images)
Staff Photo by John Ewing, Wed, Jan 30, 2002: New England Patriots merchandise has been a big seller at the Sports Authority store at the Maine Mall as fans look forward to this weekends Super Bowl game. (Photo by John Ewing/Portland Press Herald via Getty Images)
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Prospective bidders may be worried about uncertainties in the bankruptcy court process, said Eric Smallwood, the managing partner of sports marketing consultancy Apex Marketing Group Inc. Sports Authority's creditors and the stadium's owner can object to the sale, and a bankruptcy court judge must also approve it.

This week, the stadium began the process of finding a marketing company to help it solicit interest in the naming rights on its own, Sugar said. However, the stadium may not be able to pursue such a sale unless Sports Authority defaults on its contract, or walks away from it.

Dick's Sporting Goods Inc is the lead bidder to buy Sports Authority's intellectual property, and 31 of its leases for $23 million following an auction this week.

The retailer, which already has a soccer stadium called Dick's Sporting Goods Park in a suburb of Denver, has not expressed any interest in the football stadium. (Reporting by Tom Hals in Wilmington and Jessica DiNapoli in New York; Editing by Andrew Hay)

Related: Look back at Super Bowl 50:
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Super Bowl 50
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Super Bowl 50
SANTA CLARA, CA - FEBRUARY 07: Graham Gano #9 of the Carolina Panthers kicks off to start Super Bowl 50 against the Denver Broncos at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Patrick Smith/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Peyton Manning #18 of the Denver Broncos gestures in the first quarter against the Carolina Panthers during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ezra Shaw/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Peyton Manning #18 of the Denver Broncos throws a pass against the Carolina Panthers during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Al Bello/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Andre Caldwell #12 of the Denver Broncos is tackled by Fozzy Whittaker #43 of the Carolina Panthers during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Al Bello/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Owen Daniels #81 of the Denver Broncos is tackled by Kurt Coleman #20 of the Carolina Panthers in the first quarter during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Al Bello/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Peyton Manning #18 of the Denver Broncos throws a pass in the first quarter against the Carolina Panthers during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Patrick Smith/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Andre Caldwell #12 of the Denver Broncos makes a 22-yard catch as Tre Boston #33 of the Carolina Panthers tackles him in the first quarter of Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Sean M. Haffey/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: C.J. Anderson #22 of the Denver Broncos runs with the ball in the first quarter against the Carolina Panthers during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Al Bello/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Brandon McManus #8 of the Denver Broncos kicks a 34-yard field goal in the first quarter of Super Bowl 50 against the Carolina Panthers at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Andy Lyons/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Brandon McManus #8 of the Denver Broncos celebrates with his team after kicking a first quarter field goal against the Carolina Panthers during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ronald Martinez/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Cam Newton #1 of the Carolina Panthers attempts a pass against the Denver Broncos during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Thearon W. Henderson/Getty Images)
Carolina Panthersâ Jonathan Stewart, left, runs around Denver Broncosâ Danny Trevathan during the first half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Matt Slocum)
SANTA CLARA, CA - FEBRUARY 07: Cam Newton #1 of the Carolina Panthers runs on the field against the Denver Broncos in the first quarter during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ezra Shaw/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: T.J. Ward #43 of the Denver Broncos reacts after a play against the Carolina Panthers in the first quarter during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Al Bello/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Cam Newton #1 of the Carolina Panthers runs on the field against the Denver Broncos in the first quarter during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ronald Martinez/Getty Images)
Carolina Panthersâ Jerricho Cotchery (82) bobbles the ball for an incomplete pass during the first half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Matt York)
Carolina Panthersâ Jerricho Cotchery (82) tries to catch a pass with Denver Broncosâ Darian Stewart (26) defending during the first half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Gregory Bull)
Carolina Panthersâ Jerricho Cotchery, right, fails to catch a pass under pressure by Denver Broncosâ Darian Stewart during the first half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Jae C. Hong)
SANTA CLARA, CA - FEBRUARY 07: Jerricho Cotchery #82 of the Carolina Panthers is tackled by Darian Stewart #26 of the Denver Broncos in the first quarter during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Maddie Meyer/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: T.J. Ward #43 of the Denver Broncos reacts after a play against the Carolina Panthers during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ronald Martinez/Getty Images)
Denver Broncosâ Von Miller (58) strips the ball from Carolina Panthersâ Cam Newton (1) during the first half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos recovered the ball for a touchdown. (AP Photo/Charlie Riedel)
SANTA CLARA, CA - FEBRUARY 07: Cam Newton #1 of the Carolina Panthers fumbles the ball in the first quarter of Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. The ball was recovered by Malik Jackson #97 of the Denver Broncos in the end zone for a touchdown. (Photo by Sean M. Haffey/Getty Images)
Denver Bronco Von Miller watches a lose ball in the end zone during Super Bowl 50 against the Carolina Panthers at Levi's Stadium in Santa Clara, California, on February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Denver Broncosâ Malik Jackson (97) recovers a fumble by Carolina Panthersâ Cam Newton (1) for a touchdown during the first half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/David J. Phillip)
Denver Broncosâ Malik Jackson (97) celebrates after scoring a touchdown during the first half of the NFL Super Bowl 50 football game against the Carolina Panthers Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Jeff Chiu)
SANTA CLARA, CA - FEBRUARY 07: Peyton Manning #18 of the Denver Broncos throws a pass against the Carolina Panthers in the first quarter during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Al Bello/Getty Images)
Denver Broncosâ Peyton Manning, right, is sacked by Carolina Panthersâ Luke Kuechly (59) during the first half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Julio Cortez)
SANTA CLARA, CA - FEBRUARY 07: Luke Kuechly #59 of the Carolina Panthers sacks Peyton Manning #18 of the Denver Broncos during the first quarter of Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Thearon W. Henderson/Getty Images)
The referee (R) watches as DeMarcus Ware (L) of the Denver Broncos has words with Michael Oher (C) of the Carolina Panthers during Super Bowl 50 at Levi's Stadium in Santa Clara, California February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Peyton Manning #18 of the Denver Broncos throws a pass during the first half of Super Bowl 50 against the Carolina Panthers at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Harry How/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Cam Newton #1 of the Carolina Panthers throws a pass against the Denver Broncos in the first quarter during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ronald Martinez/Getty Images)
Ted Ginn, Jr. (L) of the Carolina Panthers is taken down by Kayvon Webster (R) of the Denver Broncos during Super Bowl 50 at Levi's Stadium in Santa Clara, California February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Peyton Manning #18 of the Denver Broncos looks to throw a pass in the first quarter against the Carolina Panthers during Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ezra Shaw/Getty Images)
Carolina Panthersâ Greg Olsen (88) pushes off Denver Broncosâ Danny Trevathan during the first half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Matt Slocum)
Carolina Panther Philly Brown (10) is fouled by Denver Bronco Aqib Talib(21) during Super Bowl 50 at Levi's Stadium in Santa Clara, California, on February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Carolina Panthersâ Jonathan Stewart (28) leaps for a touchdown during the first half of the NFL Super Bowl 50 football game against the Denver Broncos Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/David J. Phillip)
Carolina Panthersâ Jonathan Stewart (28) scores a touchdown against the Denver Broncos during the first half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Matt Slocum)
Denver Broncosâ Peyton Manning (18) passes against the Carolina Panthers during the first half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Matt Slocum)
Carolina Panther Cam Newton (1) passes during Super Bowl 50 against the Denver Broncos at Levi's Stadium in Santa Clara, California, on February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Denver Bronco Peyton Manning (18) tosses the ball during Super Bowl 50 against the Carolina Panthers at Levi's Stadium in Santa Clara, California, on February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Denver Broncosâ C.J. Anderson (22) runs past Carolina Panthersâ Luke Kuechly (59) during the first half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Charlie Riedel)
Carolina Panthersâ Cam Newton (1) tries to throw with Denver Broncosâ Malik Jackson (97) defending during the first half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Gregory Bull)
Quarterback Peyton Manning of the Denver Broncos calls the play during Super Bowl 50 against the Carolina Panthers at Levi's Stadium in Santa Clara, California, on February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Kony Ealy (#94) of the Carolina Panthers tumbles with the ball during Super Bowl 50 against the Denver Broncos at Levi's Stadium in Santa Clara, California February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Quaterback Peyton Manning (R) of the Denver Broncos and teammate Demaryius Thomas (L) await play against the Carolina Panthers during Super Bowl 50 at Levi's Stadium in Santa Clara, California February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Ted Ginn, Jr. (R) of the Carolina Panthers is pursued by T.J. Ward (L) of the Denver Broncos during Super Bowl 50 at Levi's Stadium in Santa Clara, California February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Philly Brown (L) of the Carolina Panthers is pursued by T.J. Ward (C) and Aqib Talib (R) of the Denver Broncos during Super Bowl 50 at Levi's Stadium in Santa Clara, California February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Ted Ginn, Jr. (R) of the Carolina Panthers is pursued by Aqib Talib (L) of the Denver Broncos during Super Bowl 50 at Levi's Stadium in Santa Clara, California February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Denver Broncosâ Peyton Manning (18) loses the ball as he is hit by Carolina Panthersâ Kony Ealy (94) during the second half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Panthers recovered the fumble. (AP Photo/Marcio Jose Sanchez)
Jerricho Cotchery (L) of the Carolina Panthers is pursued by Von Miller (R) of the Denver Broncos during Super Bowl 50 at Levi's Stadium in Santa Clara, California February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Brandon McManus (#8) of the Denver Broncos attempts a field goal during Super Bowl 50 against the Carolina Panthers at Levi's Stadium in Santa Clara, California February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Denver Broncos and Carolina Panthers fight for the ball during Super Bowl 50 at Levi's Stadium in Santa Clara, California, on February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Denver Broncosâ Von Miller (58) strips the ball from Carolina Panthersâ Cam Newton (1) during the second half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Charlie Riedel)
SANTA CLARA, CA - FEBRUARY 07: T.J. Ward #43 of the Denver Broncos recovers a fumble by Cam Newton #1 of the Carolina Panthers in the fourth quarter of Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Andy Lyons/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Cam Newton #1 of the Carolina Panthers reacts during the fourth quarter against the Denver Broncos in Super Bowl 50 at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Streeter Lecka/Getty Images)
Denver Broncosâ Peyton Manning (18) and Michael Schofield (79) celebrate a touchdown against the Carolina Panthers during the second half of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Julio Cortez)
Denver Bronco C. J. Anderson (L) celebrates his touchdown with teammates during Super Bowl 50 at Levi's Stadium in Santa Clara, California February 7, 2016. The Broncos won 24-10. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Carolina Panthersâ Cam Newton (1) sits on the bench during the second half of the NFL Super Bowl 50 football game against the Denver Broncos Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Marcio Jose Sanchez)
Carolina Panthersâ Cam Newton (1) talks to Denver Broncosâ Peyton Manning (18) after the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/David J. Phillip)
Denver Broncosâ Peyton Manning (18) walks on the field after their win against the Carolina Panthers in the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Julio Cortez)
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