Chiefs sell naming rights to Arrowhead

Dave Kaup - Getty

With renovations at One Arrowhead Drive well underway, it will be months before the Chiefs' stadium resembles its final form. But one piece of the puzzle is already complete – the new name.

Monday the Chiefs sold the naming rights to their stadium, which will no longer be known as Arrowhead. Elway's Steakhouse, a popular restaurant in Colorado owned by former Broncos quarterback John Elway, placed the winning bid for the rights this past weekend. The deal will pay KC's franchise $1 million per year for the next 10 years.

The orange Elway's Steakhouse logo will replace the red Arrowhead and Chiefs logos that formerly adorned the backside of both stadium video boards. The new logo will also emblazon the coal bins distributed throughout the parking lot, an obvious move at reaching KC's infamous tailgating demographic. In addition, the new logo will be seen throughout the stadium, including concession stands, where Elway's Steakhouse fare will be offered exclusively in Kansas City.

"We were very pleased to reach a naming-rights agreement with the fine dining establishment of Elway's Steakhouse over the weekend," said a source within the Chiefs. "John Elway was a fierce competitor in the NFL for many years, especially with our own football team, and our fans recognize and respect his name. We also feel, with our rich history of pregame tailgating, that the Elway's Steakhouse name will be a popular draw."

Monday the company overseeing the renovations completed the facelift on both video boards. John Elway himself will attend this year's home opener to christen Elway's Steakhouse Stadium.

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