When Sports Authority declared bankruptcy, the immediate question became: Well, then who’s going to sponsor the Denver Broncos Stadium?

While there were plenty of suggestions, the most common answer, at least amongst the Broncos faithful, was nobody. Just go back to Mile High Stadium and forget about a sponsor.

President and CEO Joe Ellis shot that idea down on Wednesday.

“I think it’s important that we do get [a sponsor],” Ellis said. “I realize that there is some sentiment out there for some other solution, but when you look at these stadiums and how much they cost to build and what we’re facing in terms of maintaining it and upkeeping it and upgrading it moving forward, we’ve had some forecasts done and it’ll cost up to $300 million over the next $30 years.”

While it’s not the sentimental solution, it’s an understandable one. Let’s just hope that whoever earns the right to have their name on the great Mile High Stadium can keep it there longer than Invesco and Sports Authority could.