From the Denver Business Journal

A New York firm says it has been hired to sell off Sports Authority’s intellectual property — including its naming rights at Sports Authority Field at Mile High.

The announcement seems to signal that the failing sporting-goods chain intends to at least try to sell off the rights to name the Denver Broncos stadium despite objections from the stadium’s managers that the naming rights can’t be transferred without their approval.

Hilco Streambank says it will also market and sell the sporting-goods chain’s trademarks and brands, its website domain name, patents and customer databases.

Brand names to be offered for sale include Tommy Armour Golf, Alpine Design, Aspire, Bodyfit by Sports Authority and Ram Golf, the company said.

Hilco Streambank’s hiring is subject to approval by the U.S. Bankruptcy Court in Delaware that is overseeing Sports Authority’s Chapter 11 case.

“The Sports Authority IP portfolio … provides buyers the opportunity to instantly engage customers dedicated to living an active and healthy lifestyle,” Hilco Streambank executive vice president David Peress said in a statement. “The Sports Authority brand has strong awareness and demonstrable customer loyalty among a large base of desirable U.S. consumers.”

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