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Denver's Sports Authority Field
AP Photo/Joe Mahoney

(CNN) — The owners of a marijuana dispensary chain in Colorado say they want the naming rights for the Denver Broncos’ Mile High Stadium.

The recent Sports Authority bankruptcy filing has raised questions about the stadium name.

The owners of Native Roots say they are ready to make a multi-million dollar commitment if the contract with Sports Authority ends.

The company released a preliminary rendering of possible new branding for the stadium and acknowledged the poor timing of their announcement on April Fools Day, but insisted that they are serious about the proposal.

They say they’d be willing to forgo the marijuana leaf in the logo in favor of its more well-known symbol, a simple tree with roots.

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“Native Roots was born and raised in Colorado and we are the natural candidate for this,” said company founding partner Rhett Jordan. “I don’t see cannabis going anywhere but up right now, so we are prepared for that.”

Native Roots is one of Colorado’s largest marijuana dispensaries. It expanded from one to 14 stores just over the past year.

The Denver Broncos issued a statement saying that Sports Authority has been a great partner for many years and that they certainly hope to keep it that way.

Native Roots Stadium Denver
Artist rendition courtesy Native Roots


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