Coors Field is entering it fourth decade as the Rockies’ home, and the naming rights deal for the stadium remains an “all-time bargain,” according to Kyle Newman of the DENVER POST. At the Rockies’ inception, Coors became a limited partner in the club with an investment of $30M. That limited partnership “granted the naming rights in perpetuity to Coors Brewing Company or its successors.” Coors has since paid a “measly” $1M per season to have its name on the ballpark. Former company head Pete Coors said, “I’d do it again for twice the money, but don’t tell Dick Monfort that.” Coors, recalling the conversation with former Rockies owner Jerry McMorris ahead of his company investing in the club, said, “Jerry said, ‘We really need Coors to be part of it,’ and I said, ‘Okay.’ I said we would be a limited partner, and what we really wanted was our name on the ballpark. Having it as Coors Field all these years has been pretty special” (DENVER POST, 4/4).
Coors’ naming of Rockies’ ballpark still a ‘bargain’
