CBS 4 TV in Denver is reporting that Native Roots, a marijuana dispensary chain owned by Vail developer Peter Knobel, is interested in purchasing the naming rights for Mile High Stadium, home of the Denver Broncos, if bankrupt Sports Authority can no longer afford the $6 million annual tab.
“It’s not a joke, we’re very serious,” Native Roots founding partner Rhett Jordan told CBS 4. “We’ve always been huge fans of the Broncos, we felt like this was a great opportunity to bring two brilliant brands together.”
CBS 4 reported that Native Roots has expanded from one store to 14 all over the state in the past year, including its store in Eagle-Vail.
Knobel, the developer behind the Solaris Vail project that is credited in part with revitalizing Vail Village, has extensive real estate holdings throughout Vail, including the Evergreen Lodge adjacent to the Vail Valley Medical Center. Marijuana sales are prohibited in the town of Vail.
The stadium would be called Native Roots Field at Mile High, Jordan told CBS 4.
“Native Roots was born and raised in Colorado and we are the natural candidate for this. I don’t see cannabis going anywhere but up right now so we are prepared for that,” said Jordan, who acknowledged it was bad timing to announce the company’s interest on April 1.
The Broncos told CBS 4: “Sports Authority has been a great partner for many years and we certainly hope to keep it that way.”