From Broncos to Baseball: Penners Invest in the Rockies

Colorado’s sports landscape saw another notable shift this month. On April 10, it was announced that Penner Sports Group—led by Carrie and Greg Penner—has purchased a 40% stake in the Colorado Rockies. The Monfort family will remain majority owners, but the addition of new investment introduces a fresh dynamic for one of the state’s most visible franchises.

For many across Colorado, the Penner name is already familiar. The group purchased the Denver Broncos in 2022 for a record $4.65 billion and has since overseen a return to playoff contention. They also broke ground on a new $175 million training facility two years ago, which is on track to be ready for training camp this summer, along with identifying a preferred site for a future stadium in Denver. Their expansion into Major League Baseball signals a broader commitment to Colorado sports—and to the long-term growth of teams that play a central role in communities across the state.

According to the Rockies organization, the investment is expected to strengthen both short- and long-term planning. The capital infusion will allow the team to eliminate existing debt while also providing additional investment into the team itself, alongside continued improvements to the overall fan experience at Coors Field. That balance has long been a defining characteristic of the Rockies organization—one that has made games enjoyable to attend, even as on-field results have struggled to keep pace.

The timing of the investment is particularly notable. The Rockies are coming off three consecutive 100-loss seasons and remain one of five active Major League Baseball teams without a World Series championship. Since their inception in 1993, the team has made just one World Series appearance, resulting in a loss in 2007. That history, combined with long-standing concerns around roster investment and player retention, has made on-field performance a consistent point of frustration for more dedicated fans. Even so, the team continues to draw strong attendance, averaging roughly 30,000 fans per game last season. The combination of loyal fan support and new ownership investment introduces a sense of cautious optimism that the next chapter could look different.

While it will take time to see how this ownership shift translates on the field, the broader takeaway is clear. Across Colorado, professional sports continue to evolve alongside the region itself. New investment, long-term planning, and a growing population all shape not just teams, but the places where people gather, connect, and spend their time. And for many fans, this moment feels like more than just a transaction—it’s a potential turning point, and a reason to pay a little closer attention this season.