Earlier this month, the big-box sporting goods retailer, The Sports Authority, filed for Chapter 11 bankruptcy.

Chapter 11 bankruptcy is a flexible form of bankruptcy that allows companies the ability to restructure their debt and reorganize their business affairs. Due to its flexible nature, it is also one of the more expensive routes a company can take and has an estimated success rate of 10% or less.

Currently, The Sports Authority pays $6 million per year for the naming rights to Mile High Stadium. This deal is set to run through the 2021 NFL season, but with the Englewood-based retailer’s recent hardships, there is a strong possibility that The Sports Authority brand may not be plastered all over the walls of the stadium in the near future.

According to 9 News, Craig Unbaugh, an attorney representing the stadium district, mentioned that it is “up to their reorganization and the bankruptcy trustee on how it plays out.”

Many see this partnership as a strong marketing tool for The Sports Authority, and could be a major component to their future success as a company.

If, however, the decision is made to pull the brand from the stadium, the Broncos will have no problem filling the void. A spokesperson from the Broncos has reported that they have already received phone calls from companies inquiring about the name change. Especially with the recent success of the franchise, it is a coveted asset to many marketing teams throughout the country.

This would be the second name change in five years for Mile High Stadium as The Sports Authority took over Invesco’s contract in 2011.

What should the next name be?

Papa John’s Pitch?

Chicken Parm Pasture?

Or just plain ol’ “Mile High Stadium?”