No foolin' here: Native Roots marijuana dispensary wants naming rights to Mile High Stadium

Founder wants NFL to take them seriously

DENVER - A Denver marijuana dispensary wants to slap its name on Mile High Stadium. 

Now, we know what you're thinking: "Haha! Denver7 fell for a bogus April Fools' Day prank." The truth is, it's not a prank (we fully admit the newsroom was skeptical of the initial press release).

"No, this is not an April Fools' joke -- we have a ton of pride in the Broncos, we're a large corporation in Colorado just like a Coors Light or a Sports Authority," said Rhett Jordan, founding partner of Native Roots.

Jordan wants to name it Native Roots Field at Mile High.

As you may recall, Sports Authority still holds the naming rights to the stadium, but the company's recent financial woes have called that into question. 

There's a growing debate over what should happen to the stadium's name if Sports Authority can't pay up.

Former Denver Mayor Wellington Webb has been vocal about his stance. He believes the Broncos' home should return to its civic roots and simply be called Mile High Stadium.

"The corporation didn't build the stadium, the taxpayers in six counties built the stadium, the fans keep it going," said Webb.

So what does he think of a pot business putting its name on the stadium?

"Locally grown, ahead of the curve I thought it was a gutsy move on their part," said Webb. "But my preference would still be that it would be called Mile High Stadium, so I don’t think we should be naming the stadium after a dispensary."

A spokesperson with the Denver Broncos said the team still has a contract with Sports Authority and they are hoping for a resolution before the next payment is due. The team could not speculate on any companies or the possibility of a name change.

"We’re a cannabis company and no one had ever done anything like this in the cannabis sector," said Jordan.

Denver7 also reached out the the NFL's communication team, but haven't heard back. 

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