ENGLEWOOD, Colo. — President and CEO Joe Ellis and the Denver Broncos officially welcomed Ford on Friday to the Broncos family.
"A special welcome to our training camp presenting sponsor, Ford," Ellis said at the Broncos' annual media barbecue. "Thank you for being here today. [We're] looking forward to a great partnership, [and] we appreciate your support."
The Broncos on Thursday announced an integrated multi-year partnership with Ford, which will include a significant in-stadium and digital media presence.
Ford will also serve as the Broncos' first-ever presenting sponsor for a training camp.
Ford's Denver Regional Manager, Dee-Dee Boykin, attended Friday's barbecue and shared her reasons for excitement regarding the partnership.
"We're here about community, and the Broncos actually afford us the opportunity to reach people [and] build a community …" Boykin said. "That's something we're looking forward to. That's one of the main reasons why we narrowed in on the type of sponsorship that we did, with the in-game, the experiential [and] things of that nature."
The Broncos and Ford plan to partner together to support community initiatives that benefit the USO and Broncos Charities. Ford will also be involved with Broncos en Espanol, Carne Asada events and the Crush Women's Fan Club.
Boykin also offered more details on the sponsorship, which she said could expand in the future.
"There are definitely different levels of sponsorship that we entertained," Boykin said. "Kind of like how I alluded to, I got here in October, looked at a few things, but really narrowed in on the digital aspects and the community aspects and the experiential stuff.
"I'm pretty sure we'll have other conversations here in the future about other ways to expand and enhance the sponsorship, but I narrowed in on those assets when I first got here."
And that, as Broncos fans will soon see, led to a new tagline that should be prevalent around both UCHealth Training Center and Broncos Stadium at Mile High:
Broncos Country is Ford Country.