Helen H. Richardson, The Denver Post)
While Sports Authority girds for restructuring under an imminent bankruptcy filing, marketing experts say the gasping company should not dim its glowing red presence on the home of the Denver Broncos.
"You have got to keep spending on marketing and you have got to reposition and shore up your defenses in your home market. And a billboard on a highway in a city that is growing by 15,000 people a month, at a stadium that is home to the Super Bowl champions, that's a very good deal," said Darrin Duber-Smith, a marketing professor at Metropolitan State University.