clock menu more-arrow no yes mobile

Filed under:

HT: The Broncos announced a new partnership with Ford.

The automotive giant will be all over the place at Broncos Stadium in 2018.

Ford Announces Its Moving Ford Focus Production To China Photo by Scott Olson/Getty Images

In a press release issued yesterday, the Denver Broncos announced a major new partnership agreement with Ford Motor Company. The partnership begins with the 2018 season and will continue for multiple years afterward. Ford will also be the first presenting sponsor of a Broncos training camp, so expect to see plenty of blue ovals if you show up for the first day of camp tomorrow. Expect to see the new slogan featured prominently as well.

In addition to signage around the stadium and a prominent presence as a sponsor of events like Taste of the Broncos and the Kickoff Luncheon, Ford will begin popping up across the Broncos’ various social and broadcasting media fronts. The new sponsor will also be highlighted on the scoreboard, via features like the Noise Meter and Mile High Fan Pumper.

With plenty of uncertainty entrenched around the issue of Broncos Stadium at Mile High’s naming rights, it’s easy to get confused about what this new partnership is or isn’t. It’s actually pretty simple, though:

What It Isn’t

While the agreement makes Ford the official truck & SUV of the Broncos, don’t expect to see any signage proclaiming “Ford Field at Mile High”. The automaker did not purchase the naming rights to the stadium, so it remains Broncos Stadium at Mile High for the moment.

Nor is this simply a step in that direction. There’s already a Ford Field serving the NFL, and it’s in Detroit.

What It Is

This type of partnership is anything but new, so don’t worry about the Broncos selling out to advertisers... at least, not more than they and the rest of the NFL have chosen to already. This partnership is simply sliding Ford into a role previously held by Buick & GMC who had been the Broncos’ official truck & SUV since 2012. In fact, that deal was announced six years ago to the day.

Denver Broncos Training Camp Photo by Doug Pensinger/Getty Images

It’s hard to miss the glaring GMC patch in this photo of Peyton Manning during a Broncos 2014 training camp practice. This year, Ford’s blue oval logo will take its place as a garish guest star on Case Keenum’s chest.

What It Could Be

This is just pure guesswork on my part, but I can’t help but find the Broncos’ choice of automotive partner & timing interesting. After all, it was not so long ago that Ford announced the long-anticipated return of its rugged SUV model, the Bronco. This new generation of the Bronco is expected to debut in 2020, which is almost certainly within the timeline of this new partnership. If there isn’t an advertising campaign featuring an over-the-top Bronco kitted out in orange & blue accessories, and an accompanying special edition for sale in Colorado and surrounding states, then Ford has no idea what they’re doing.

Motorsports: NORRA Mexican 1000 Matt Kartozian-USA TODAY Sports

Horse Tracks


Broncos unveil upgrades to UCHealth Training Center's team meeting room, training room
Over the 2018 offseason, the Broncos upgraded many of the spaces in which players spend significant time every day. This included a complete overhaul of the team meeting room, position meeting rooms, the training room, a lounge space and more. Here's an i

#TBT: A look back at Broncos training camps through the years
Take a trip back through time with historical photos from previous Broncos training camps.

The results that matter: Inside Vance Joseph's Year 2 approach
The Broncos' head coach knows what must improve for the team to find success in 2018.

Broncos sign wide receiver Mark Chapman
The Broncos' roster now sits at 89 players.

Reasons to attend Broncos training camp
This year's training camp begins Saturday, July 28 at 9:30 a.m.

Broncos training camp burning question: How will Case Keenum's presence change the offense?
By the numbers, he should provide the Broncos an upgrade at quarterback, but it's his impact in the huddle and the locker room that could make the biggest difference.

Jerry Jones makes things worse by saying Cowboys will stand for anthem - SBNation.com
Jerry Jones says it’s problematic that Donald Trump, who he involved, is involved in the anthem conversation.

Tyrod Taylor & Baker Mayfield have a secret Browns QB clubhouse in an RV - SBNation.com
The Browns quarterbacks seem to be getting along just fine.

Seahawks waive 2017 2nd-round pick Malik McDowell, another draft whiff - SBNation.com
The Seahawks’ bad draft luck is taking a toll on the team’s roster.

2018 NFL season: Predicting when rookie QBs will start - NFL.com
This year's rookie QBs arrived in the NFL to great fanfare. When will fans get a chance to see the highly touted signal callers in regular-season action? Marc Sessler offers his projections.

Josh Allen opens camp third on Bills' QB depth chart - NFL.com
Even though his competition failed to stake a strong claim to the starting job in offseason practices, rookie quarterback Josh Allen will open training camp at the bottom of the Bills' depth chart.

Seahawks put Chancellor on PUP; McDowell waived - NFL.com
The Seahawks placed safety Kam Chancellor on reserve/physically unable to perform list, the team announced Thursday. This designation officially ends Chancellor's 2018 season.

Carroll on Earl Thomas' holdout: 'He should be here' - NFL.com
While the business side of football takes center stage surrounding Earl Thomas, coach Pete Carroll didn't mince words when asked about the All-Pro safety's absence: "He should be here, and he's not."

NFL training camp cuts? Notable guys on roster bubble - NFL.com
Every year, NFL fans are caught off guard by certain camp cuts. Gregg Rosenthal eyes 14 veterans who appear to be on the roster bubble, including Doug Martin, Brandon Marshall and Donald Penn.

AFC training camp battles: Jets' annual QB race tops list - NFL.com
Who'll emerge from the Jets' annual QB derby? Which Broncos back will earn the bulk of the carries? What is the Steelers' plan at safety? Who is poised to get the most targets from Tom Brady? Gregg Rosenthal spotlights the top 20 position battles in the AFC.

2018 NFL stat leaders: Aaron Rodgers will retake TD pass crown - NFL.com
Will Aaron Rodgers resume throwing touchdown passes at a voluminous clip? Gil Brandt predicts the leaders of nine key statistical categories for the 2018 NFL season.

2018 NFL bubble teams: Case for, case against, early prediction - NFL.com
With NFL players reporting to training camp, it's a perfect time to take a deeper look at the organizations that might break through -- and might not. Adam Schein assesses nine bubble teams for the 2018 campaign.