The Denver Broncos are one of the most successful and recognizable teams in the National Football League. Known for their loyal fan base, championship legacy, and iconic orange and blue colors, the franchise has left an undeniable mark on American sports culture. From the highs of Super Bowl victories to the challenges of ownership transitions, the Broncos have always been in the spotlight. Fans often wonder who owns Denver Broncos today, as ownership plays a vital role in shaping the team’s direction, financial stability, and long-term future.
Denver Broncos Profile
The Denver Broncos are one of the NFL’s most recognizable and storied franchises. Established in 1959, the team grew from a struggling charter member of the AFL into a global football powerhouse. Based in Denver, Colorado, the Broncos represent not only a football tradition but also a cultural identity for the Rocky Mountain region. Over the decades, the team has developed a legacy defined by fierce defenses, Hall of Fame players, passionate fans, and memorable championship moments.
In 2025, the Broncos will remain a cornerstone of the NFL, with a reputation for resilience, competitiveness, and innovation both on and off the field.
Founding and Early History
The team was founded in 1959 by Bob Howsam, a Denver businessman and sports promoter who originally built Bears Stadium for baseball. The Broncos began playing in 1960 as a charter member of the American Football League. Financial struggles marked the early years, but the signing of Floyd Little in 1967 helped stabilize the team and anchor it in Denver. In 1970, the Broncos joined the NFL after the AFL–NFL merger, cementing their place in the league.
Organizational Identity and Features
The Denver Broncos are based in Denver, Colorado, with their headquarters located in Englewood. They currently play at Empower Field at Mile High, a stadium known for its elevation and unique home-field advantage. The official colors are orange, navy blue, and white, and the franchise has been part of the AFC West division since 1970.
Their fan base, famously known as “Broncos Country,” is among the most passionate in the NFL, with home games consistently selling out for decades.
Major Milestones
Here are some of the most important milestones in Denver Broncos history:
- 1960: Played inaugural season as a charter member of the AFL.
- 1967: Drafted Floyd Little, nicknamed the “Franchise,” who saved the team from possible relocation.
- 1973: Achieved first winning season under coach John Ralston.
- 1977: Reached first playoff appearance and first Super Bowl (XII) under coach Red Miller.
- 1983: Drafted John Elway, who would become the face of the franchise.
- 1986–1989: Appeared in three Super Bowls (XXI, XXII, XXIV), though all ended in losses.
- 1997: Won first Super Bowl (XXXII) under coach Mike Shanahan and quarterback John Elway.
- 1998: Captured back-to-back titles with a win in Super Bowl XXXIII.
- 1999: John Elway retired after winning his second championship, leaving a massive legacy.
- 2011: Signed quarterback Peyton Manning, signaling a new era of competitiveness.
- 2013: Reached Super Bowl XLVIII after a record-setting offensive season, though lost to Seattle.
- 2015: Won third championship (Super Bowl 50), led by a dominant defense and veteran Peyton Manning in his final NFL game.
- 2019: Beloved longtime owner Pat Bowlen passed away, leaving the team in a family trust.
- 2022: Purchased by the Walton-Penner Family Ownership Group for a record $4.65 billion.
- 2023: Sean Payton hired as head coach, marking a new leadership era.
- 2025: Announced plans for a new stadium at Burnham Yard in Denver, with construction targeted for completion by the 2031 NFL season.
Who Owns Denver Broncos: Largest Shareholders
The Denver Broncos are owned by the Walton-Penner Family Ownership Group, which purchased the team in August 2022 for $4.65 billion. This was the highest price ever paid for a sports franchise at the time, reflecting both the NFL’s financial strength and the Broncos’ popularity.
The group is anchored by the Walton family, heirs to the Walmart fortune, but it also includes a diverse set of minority investors who bring international visibility, political influence, and corporate expertise.
As of September 2025, this combination of financial muscle and public prominence has made the Broncos one of the most stable and forward-looking franchises in the NFL.
Below is an overview of the top shareholders of the Denver Broncos as of September 2025:
| Shareholder | Ownership Stake | Role / Responsibilities | Key Contributions / Details |
|---|---|---|---|
| Rob Walton | 35% | Principal Owner | Provides financial backing; largest individual stake; ensures financial stability; oversees long-term strategy from a high-level perspective. |
| Greg Penner | 25% | Controlling Owner | Represents team in NFL matters; oversees executive hires and operations; manages strategic decisions, including stadium development; operational face of ownership. |
| Carrie Walton Penner | 20% | Co-Owner / Community Liaison | Focuses on community outreach, philanthropy, and education initiatives; ensures family vision is embedded in team’s off-field impact. |
| Melody Hobson | 10% | Minority Owner / Advisor | Offers corporate governance and financial expertise; supports strategic planning, sponsorships, and international marketing. |
| Condoleezza Rice | 5% | Minority Owner / Ambassador | Brings political, academic, and football governance experience; enhances credibility, public relations, and community programs. |
| Lewis Hamilton | 5% | Minority Owner / Brand Ambassador | Provides global recognition; promotes diversity and inclusion; extends Broncos’ reach into international markets; involved in marketing initiatives. |
Rob Walton – 35%
Rob Walton is the largest shareholder of the Denver Broncos with an estimated 35% ownership stake.
As the eldest son of Walmart founder Sam Walton, Rob inherited significant wealth and leadership experience from serving as chairman of Walmart for more than two decades. With a personal net worth of over $122.9 billion in September 2025, he has more resources than almost any other NFL owner.
While he does not manage day-to-day operations, Rob Walton serves as the financial anchor of the group. His investment ensures that the Broncos have access to world-class facilities, top-level executives, and the ability to attract marquee players.
His presence also adds credibility in NFL circles, as league owners value long-term financial strength when making strategic decisions.
Greg Penner – 25%
Greg Penner owns about 25% of the Denver Broncos and is designated as the controlling owner. This means he officially represents the team in NFL matters, casting votes on league-wide decisions, and approving major contracts and financial policies.
Penner is also the chairman of Walmart, giving him proven experience in managing one of the largest corporations in the world. Since taking over in 2022, he has overseen the hiring of head coach Sean Payton, CEO Damani Leech, and other key executives.
He is heavily involved in discussions about the team’s future stadium project at Burnham Yard, reflecting his role as both a business strategist and operational leader. Greg Penner is seen as the face of ownership in Denver and is deeply engaged with fans and the broader community.
Carrie Walton Penner – 20%
Carrie Walton Penner holds around 20% of the Broncos, making her a major figure in the ownership group. The daughter of Rob Walton and wife of Greg Penner, Carrie has a background in philanthropy and education reform, serving on multiple foundations and nonprofit boards.
Her focus within the Broncos organization has been community outreach, youth engagement, and charitable initiatives. She has supported programs in education and diversity, aligning the Broncos’ off-field identity with social responsibility. While she is less public in football operations, her influence ensures that the Walton family’s vision extends beyond the business and into the community.
In 2025, she has also been active in planning how the team’s future stadium development will benefit Denver’s local economy and neighborhoods.
Melody Hobson – 10%
Melody Hobson owns about 10% of the franchise and is one of the most respected minority partners.
As the co-CEO of Ariel Investments and chairwoman of Starbucks, Hobson brings decades of financial management and corporate governance expertise. Her presence in the ownership group enhances the Broncos’ reputation for professionalism and diversity.
She plays an advisory role in long-term planning, particularly in financial strategy, sponsorship deals, and community investment projects. Hobson’s influence also reflects a growing trend in the NFL, where more ownership groups are integrating leaders from finance and global corporations.
As of 2025, her role has expanded to supporting the Broncos’ international marketing efforts, especially in Europe, where the NFL is seeking to grow.
Condoleezza Rice – 5%
Condoleezza Rice, former U.S. Secretary of State, holds an estimated 5% ownership stake in the Broncos. A Colorado native, Rice grew up as a Broncos fan and has long been passionate about football.
Her inclusion in the ownership group connects the franchise with one of the most accomplished political and academic leaders in modern U.S. history. Rice has previously served on the College Football Playoff Selection Committee, giving her experience in football governance.
In the Broncos’ ownership structure, she contributes to public relations, political outreach, and community initiatives. She also acts as an ambassador for the team in national and international settings.
As of 2025, Rice has been particularly involved in diversity programs and the Broncos’ educational outreach initiatives in Colorado.
Lewis Hamilton – 5%
Lewis Hamilton, seven-time Formula 1 World Champion, owns approximately 5% of the Broncos. His investment in 2022 marked one of the most high-profile crossovers of international athletes into American sports ownership.
Hamilton’s involvement brings global star power and expands the Broncos’ reach into international markets, particularly in Europe and Asia, where the NFL continues to grow. He has spoken publicly about using his platform to push for diversity and inclusion within the Broncos’ organization and across professional sports.
In 2025, Hamilton has been featured in marketing campaigns and promotional efforts, making him not just a silent investor but also a brand ambassador. His ownership stake strengthens the Broncos’ global identity and connects the franchise with younger and more diverse audiences.
Denver Broncos Ownership History
The Denver Broncos have a rich and dynamic ownership history that reflects the growth of the franchise from a struggling AFL team into one of the NFL’s most valuable organizations. Over the decades, ownership has evolved through local investors, visionary leaders, and ultimately into the hands of one of the wealthiest families in the world.
Each ownership era contributed to the Broncos’ financial stability, competitive success, and national prominence. Understanding this history provides insight into how the franchise’s culture and strategy were shaped over time.
| Ownership Period | Owner / Group | Tenure | Role / Responsibilities | Key Contributions / Details |
|---|---|---|---|---|
| Founding Ownership | Bob Howsam | 1959–1961 | Founder / Original Owner | Founded the franchise; secured AFL charter; built Bears Stadium; faced early financial struggles. |
| Phipps Family | Gerald Phipps & family | 1961–1984 | Majority Owner | Stabilized the franchise financially; improved stadium infrastructure; hired key coaches; established Broncos as a permanent Denver institution. |
| Pat Bowlen | Pat Bowlen | 1984–2019 | Majority Owner / Visionary Leader | Drafted John Elway; oversaw three Super Bowl wins (1997, 1998, 2015); expanded fan engagement; built a national brand; transformed team into perennial contender. |
| Pat Bowlen Trust | Trustees (Joe Ellis as CEO) | 2019–2022 | Interim Ownership / Management | Managed team after Bowlen’s death; maintained competitive and financial stability; oversaw day-to-day operations; evaluated sale options. |
| Walton-Penner Family Ownership Group | Rob Walton, Greg Penner, Carrie Walton Penner, Melody Hobson, Condoleezza Rice, Lewis Hamilton | 2022–Present | Majority & Minority Owners / Strategic Leadership | Purchased team for $4.65 billion; Greg Penner is controlling owner; focuses on stadium development, executive hires, global marketing, community engagement, and long-term financial stability. |
Founding Ownership (1959–1961)
The Broncos were founded in 1959 by Bob Howsam, a Denver businessman and sports promoter. Howsam originally built Bears Stadium for baseball but sought to create a professional football presence in Denver. The team began play in 1960 as a charter member of the AFL.
Financial challenges marked the early years. Howsam struggled to fund the team, and by 1961, he sold the franchise to a local investment group led by Gerald Phipps, a Denver businessman. This sale stabilized the team financially and allowed it to continue operations during the turbulent early AFL years.
Phipps Family Ownership (1961–1984)
Under Gerald Phipps and his family, the Broncos became firmly rooted in Denver. The Phipps era saw the team grow a loyal fan base despite limited on-field success.
Key contributions during this period included upgrading the stadium and improving the team’s infrastructure. The Phipps family also hired influential coaches like Lou Saban and John Ralston, setting the stage for the franchise’s first playoff appearances.
This era established the Broncos as a permanent Denver institution, both culturally and financially.
Pat Bowlen Era (1984–2019)
In 1984, Pat Bowlen purchased a majority stake in the Broncos for $78 million. Bowlen’s leadership transformed the franchise into a consistent championship contender.
- Bowlen prioritized building a strong front office and scouting department.
- Drafted and developed Hall of Fame quarterback John Elway, who became the face of the franchise.
- Oversaw three Super Bowl championships: 1997, 1998, and 2015.
- Expanded fan engagement and marketing, turning the Broncos into a national brand.
Pat Bowlen maintained control until his declining health in the 2010s. Before his passing in 2019, he set up the Pat Bowlen Trust to manage the team and ensure continuity.
Pat Bowlen Trust (2019–2022)
After Bowlen’s death in 2019, the team was held by the Pat Bowlen Trust. Trustees managed the Broncos’ day-to-day operations and strategic decisions during this transitional period.
- Joe Ellis served as CEO, guiding the organization through the NFL while maintaining Bowlen’s vision.
- The trust evaluated offers for potential sale while keeping the franchise competitive.
This transitional period ensured that the team remained stable and valuable while a permanent ownership solution was finalized.
Walton-Penner Family Ownership Group (2022–Present)
In 2022, the Broncos were purchased by the Walton-Penner Family Ownership Group for a record $4.65 billion. The group is led by Rob Walton, Greg Penner, and Carrie Walton Penner, with minority partners including Melody Hobson, Condoleezza Rice, and Lewis Hamilton.
- Greg Penner serves as controlling owner and oversees strategic decisions.
- Walton-Penner ownership has focused on stadium development, executive hiring, and global marketing.
- The group has brought financial stability, business acumen, and international visibility to the franchise.
This era marks a new chapter in Broncos history, combining vast resources with a commitment to community engagement, diversity, and competitive excellence.
Rob Walton Net Worth
As of September 2025, Rob Walton has an estimated net worth of $122.9 billion, making him not only the wealthiest NFL team owner but also one of the richest individuals globally. His fortune stems primarily from Walmart, the retail empire founded by his father, Sam Walton.
Walton’s wealth is diversified across retail, sports, real estate, and other investments, giving him unmatched financial leverage and influence. His ownership of the Denver Broncos also positions him among the most powerful figures in professional sports, combining financial strength with high-profile visibility.
Walmart Inheritance and Business Leadership
Rob Walton inherited a significant portion of Walmart’s shares, giving him a major stake in the company. He served as chairman from 1992 to 2015, guiding Walmart through global expansion, technological modernization, and growth in e-commerce. Even after retiring from the board in 2024, his holdings remain a core part of his wealth.
Walmart’s consistent growth and dividend payouts have contributed heavily to Walton’s net worth, providing the liquidity necessary to pursue high-value investments such as the Denver Broncos.
Denver Broncos Ownership
In 2022, Rob Walton led the Walton-Penner Family Ownership Group to purchase the Denver Broncos for a record $4.65 billion. His personal stake of approximately 35% represents one of the largest individual investments in professional sports history.
The Broncos’ current valuation exceeds $5 billion, making Walton’s share alone worth roughly $1.75 billion. Beyond financial value, Walton’s involvement ensures that the team has access to world-class operational resources, top executives, and long-term financial stability, while also elevating his public profile within the NFL.
Other Investments
Rob Walton’s wealth extends beyond Walmart and the Broncos. He has diversified holdings in real estate, technology, finance, and sustainable ventures. These include commercial property investments, private equity, and strategic positions in tech startups.
Walton is known for cautious, long-term investment strategies, which protect his capital while allowing for substantial growth. His financial acumen ensures that his wealth continues to expand, even in fluctuating economic conditions.
Walton Family Comparison
Rob Walton’s net worth is comparable to that of other members of the Walton family including his siblings Jim and Alice Walton.
As of 2025, Jim Walton has an estimated net worth of $124 billion, while Alice Walton’s wealth is around $116 billion.
Collectively, the Walton family’s fortune exceeds $450 billion, making them the richest family in the world. Rob Walton’s ownership of the Broncos positions him uniquely, combining this immense family wealth with a highly visible sports franchise.
Philanthropy and Legacy
Rob Walton is an active philanthropist through the Walton Family Foundation, focusing on education, community development, and environmental initiatives. He has pledged billions to charitable causes over the years, often supporting programs that align with his values and impact communities nationwide.
His ownership of the Denver Broncos also allows him to contribute to local initiatives in Colorado, including youth programs, diversity initiatives, and community outreach connected to the team.
Walton’s philanthropic efforts complement his business success and reinforce his legacy as both a financial and civic leader.
Denver Broncos Net Worth
As of September 2025, the Denver Broncos are valued at $6.55 billion, making them one of the NFL’s most valuable and influential franchises. The team’s wealth reflects decades of on-field success, passionate fan support, and strong business operations.
The franchise’s valuation has been significantly boosted since the 2022 acquisition by the Walton-Penner Family Ownership Group, which brought financial strength, strategic leadership, and international branding expertise. This net worth highlights not only the Broncos’ financial stability but also their appeal as a globally recognized sports brand.
Below is an overview of the net worth of the Broncos for the last 10 years:
| Year | Estimated Net Worth (USD) | Key Notes / Events |
|---|---|---|
| 2015 | $2.9 billion | Broncos win Super Bowl 50; revenue boosted by championship success. |
| 2016 | $3.0 billion | Continued strong attendance and merchandising; media deals increase team value. |
| 2017 | $3.2 billion | Stable revenue streams; sustained national fan base engagement. |
| 2018 | $3.5 billion | Stadium renovations and corporate sponsorship deals enhance valuation. |
| 2019 | $3.7 billion | Pat Bowlen Trust takes over following Bowlen’s passing; team remains competitive financially. |
| 2020 | $3.9 billion | Strong media rights revenue amid the pandemic; limited fan attendance but digital engagement grows. |
| 2021 | $4.2 billion | NFL’s media deals expand; sponsorships and merchandising recover post-pandemic. |
| 2022 | $4.65 billion | Walton-Penner Family Ownership Group purchases the team; record-setting $4.65B sale. |
| 2023 | $5.2 billion | Investments in operations, marketing, and minority ownership increase valuation. |
| 2024 | $5.9 billion | Expansion of international marketing and sponsorship deals; plans for new stadium announced. |
| 2025 | $6.55 billion | Full impact of Walton-Penner investments realized; continued growth in global brand and franchise value. |
Franchise Valuation
The Broncos’ $6.55 billion valuation is based on a combination of revenue streams, assets, and market position. Key components include:
- Media Rights and Broadcasting Revenue: As part of the NFL, the Broncos benefit from national television contracts, streaming deals, and local media revenue. The league’s consistent and lucrative media agreements ensure predictable, high-value income for the team.
- Ticket Sales and Game Day Revenue: Empower Field at Mile High consistently sells out for home games. Revenue from season tickets, premium suites, and club seating adds hundreds of millions annually. Game day operations, including concessions and parking, further bolster income.
- Sponsorships and Partnerships: The team has secured major corporate partnerships and sponsorship deals. These include stadium naming rights, official corporate partners, and endorsements, generating both revenue and brand recognition.
- Merchandising: The Broncos have one of the most robust merchandise programs in the NFL. Sales of jerseys, hats, and other team-branded merchandise contribute significantly to revenue and global brand visibility.
- Real Estate and Stadium Assets: Empower Field at Mile High and associated properties add substantial value to the franchise. The upcoming Burnham Yard stadium project, featuring commercial, retail, and mixed-use development, is expected to enhance asset value and long-term revenue streams.
Revenue Streams
Below is an overview of the core revenue streams of the Broncos:
Game Day and Ticketing
The Broncos’ ticketing strategy is a major contributor to the franchise’s net worth. High attendance rates, premium club seating, and corporate boxes create substantial recurring revenue. The team also leverages dynamic pricing for high-demand games, ensuring maximum financial return.
Ancillary revenue from concessions, parking, and merchandise sold during games adds additional income, solidifying game day as a critical pillar of the Broncos’ finances.
Media and Broadcasting
The Broncos’ share of the NFL’s national and local broadcasting agreements provides a steady, multi-billion-dollar revenue base. Popularity and large fan engagement contribute to higher advertising revenue, and the team consistently ranks among the top-viewed NFL teams.
Additional income comes from digital streaming rights, mobile platforms, and international broadcast deals, reflecting the franchise’s growing global reach.
Sponsorship and Branding
Sponsorship revenue for the Broncos includes partnerships with both national and global brands. These agreements cover naming rights, official partnerships, and merchandise licensing.
Under Walton-Penner ownership, the franchise has expanded its brand globally, engaging international sponsors and leveraging high-profile minority owners like Lewis Hamilton to extend the team’s global marketing influence.
Real Estate and Stadium Assets
The Broncos’ stadium assets play a significant role in the franchise valuation. Empower Field at Mile High generates revenue through game day operations and year-round events.
The planned Burnham Yard stadium project will incorporate mixed-use development including retail, entertainment, and premium seating, further increasing the franchise’s valuation.
Real estate development around the stadium also enhances long-term revenue streams and economic impact on Denver.
Merchandise and Global Brand
Merchandising continues to be a substantial revenue source, with strong sales of jerseys, apparel, and collectibles. The Broncos’ global fan base is expanding, supported by international outreach initiatives, online sales, and NFL marketing programs.
High-profile players, championships, and celebrity ownership also contribute to the brand’s global recognition, reinforcing both merchandise revenue and overall franchise value.
Growth Under Walton-Penner Ownership
Since 2022, the Walton-Penner Family Ownership Group has strategically invested in the Broncos, significantly increasing the franchise’s net worth. Initiatives include:
- Hiring experienced executives to improve business operations.
- Expanding sponsorships and international marketing campaigns.
- Planning the new Burnham Yard stadium to boost revenue and community engagement.
- Leveraging minority owners’ public profiles to enhance the global brand.
These strategies have not only increased the financial valuation of the team but also strengthened the Broncos’ positioning as a premier NFL franchise with a competitive on-field and off-field presence.
Comparison to Other NFL Franchises
The Denver Broncos’ 2025 valuation of $6.55 billion places them among the top 10 most valuable NFL franchises, reflecting both strong financial performance and a loyal fan base.
While the Dallas Cowboys remain the league’s most valuable team at over $10 billion, and the New England Patriots rank slightly higher at around $7.5 billion, the Broncos have consistently outperformed many franchises in terms of growth, fan engagement, and brand recognition.
Who Controls the Denver Broncos?
The Denver Broncos are controlled by the Walton-Penner Family Ownership Group, which acquired the team in 2022 for $4.65 billion. While Rob Walton is the principal owner, Greg Penner serves as the controlling owner and CEO, making key decisions about the team’s operations, financial strategy, and long-term vision.
The group collectively holds the authority to approve major investments, player contracts, and strategic initiatives for the franchise.
Key Leadership Positions
The Denver Broncos operate with a robust leadership team that oversees all aspects of the franchise, from business operations to football performance. The leadership structure ensures that strategic goals, financial management, and on-field success are aligned under the Walton-Penner Family Ownership Group.
Owner & Chief Executive Officer
Greg Penner serves as the Owner and Chief Executive Officer (CEO) of the Denver Broncos. He is part of the Walton-Penner Family Ownership Group, which acquired the team in 2022 for a record $4.65 billion.
As CEO, Penner manages the franchise’s day-to-day operations, oversees strategic decisions, and represents the team in NFL matters.
President
Damani Leech is the President of the Denver Broncos. Appointed by Owner & CEO Greg Penner on August 11, 2022, Leech brings over 25 years of experience in professional and collegiate sports.
Prior to joining the Broncos, he served as the Chief Operating Officer of NFL International for three seasons as part of his eight-year tenure at the league office. Leech reports directly to Penner and plays a pivotal role in the franchise’s operations and strategic initiatives.
General Manager
George Paton holds the position of General Manager for the Denver Broncos. He was appointed to this role on January 12, 2021. Paton previously served as the Assistant General Manager and Vice President of Player Personnel for the Minnesota Vikings, accumulating extensive experience in various executive roles over 14 seasons with the team.
As General Manager, Paton is responsible for player acquisitions, contracts, and roster management, working closely with the coaching staff and President to ensure the team is competitive each season.
Chief Financial Officer
Justin Webster serves as the Chief Financial Officer (CFO) for the Denver Broncos. He entered his 10th season as CFO in 2022 and has been with the franchise for a total of 13 years. Webster oversees the franchise’s financial strategy, budgeting, and investment planning, ensuring the team’s financial health and supporting its long-term goals.
Chief Marketing Officer
Hailey Sullivan is the Chief Marketing Officer (CMO) for the Denver Broncos. She was named to this position on January 4, 2023, by President Damani Leech. Sullivan has a diverse background in brand development and marketing, with a proven track record of building meaningful connections between brands and fans.
In her role, she is responsible for deepening the Broncos’ relationship with current fans and engaging the next generation of fans.
Stadium and Facilities Leadership
Tim Aragon is the Senior Vice President of Stadium Operations for the Denver Broncos. He oversees game day operations, stadium maintenance, and development projects, including the upcoming Burnham Yard stadium.
Aragon ensures a premium fan experience, optimizes revenue from events, and manages facility-related investments to enhance the franchise’s long-term value.
Role of Greg Penner
Greg Penner, as controlling owner, has the final say in all operational and strategic matters. He works closely with other family members and minority owners to set the franchise’s priorities, manage executive hires, and oversee business growth.
Penner also represents the Broncos in the NFL ownership meetings, ensuring that the team’s interests are aligned with league policies and long-term objectives.
Minority Owners
While Penner and Walton have primary control, several minority owners also play important roles in the franchise. Carrie Walton Penner contributes to strategic and philanthropic initiatives, while Melody Hobson, Condoleezza Rice, and Lewis Hamilton provide expertise, guidance, and global visibility.
Although they do not control daily operations, these minority owners influence key decisions related to branding, marketing, and community engagement.
Decision-Making Structure
The Broncos’ decision-making structure combines centralized control with collaborative input from the ownership group. Strategic and financial decisions are approved by the Walton-Penner leadership, while operational matters are delegated to executives led by Greg Penner.
This structure ensures both agility in daily management and oversight for long-term investments, such as stadium development, sponsorship deals, and team-building initiatives.
Influence on Franchise Growth
Control under the Walton-Penner Family has directly influenced the Broncos’ financial growth, operational efficiency, and competitive focus. The owners’ strategic direction has resulted in a franchise valuation of $6.55 billion in 2025, plans for the Burnham Yard stadium, and expanded global marketing efforts.
Their governance ensures the Broncos remain a top-tier NFL franchise with strong on-field and off-field performance.
Final Thoughts
The Denver Broncos are more than just a football team; they are a cultural and financial powerhouse in professional sports. Understanding who owns Denver Broncos reveals how the Walton-Penner group brought new leadership and resources to the franchise. With Rob Walton as the lead investor, Greg Penner as controlling owner, and a diverse set of minority partners, the team is positioned for long-term success both on and off the field.
FAQs
Who is the new owner of the Denver Broncos?
The Denver Broncos are owned by the Walton-Penner Family Ownership Group, which purchased the team in 2022. Rob Walton is the principal owner, while Greg Penner, Walton’s son-in-law, serves as controlling owner and CEO. The group also includes notable minority owners such as Carrie Walton Penner, Mellody Hobson, Condoleezza Rice, and Lewis Hamilton.
What is the list of Denver Broncos owners?
The current owners include:
- Rob Walton – Principal owner
- Greg Penner – Controlling owner & CEO
- Carrie Walton Penner – Minority owner
- Mellody Hobson – Minority owner
- Condoleezza Rice – Minority owner
- Lewis Hamilton – Minority owner.
Who is the owner of the Denver Broncos?
The principal owner of the Denver Broncos is Rob Walton, who leads the Walton-Penner Family Ownership Group. He retains the largest stake and ultimate control over strategic decisions, while Greg Penner manages daily operations as CEO.
Does John Elway still own part of the Broncos?
No, John Elway no longer owns any stake in the Denver Broncos. He retired from executive roles with the team and sold his ownership share prior to the 2022 sale to the Walton-Penner group.
Does Peyton Manning have ownership of the Broncos?
No, Peyton Manning does not hold any ownership in the Denver Broncos. His connection to the team is purely historical, as a former quarterback and team ambassador.
Do the Broncos still owe Wilson money?
This question likely refers to former owner Pat Bowlen’s estate or prior agreements. As of 2025, all ownership obligations and purchase agreements were settled during the 2022 sale, and the Broncos no longer owe money to previous owners or stakeholders.
What percentage of the Denver Broncos does Rob Walton own?
Rob Walton owns approximately 35% of the Denver Broncos, making him the largest individual shareholder and the controlling force behind the franchise.
Are the Broncos the richest NFL team?
No, the Broncos are not the richest NFL team, but they are among the top 10 most valuable franchises. As of 2025, their valuation is $6.55 billion, which is less than the Dallas Cowboys ($10+ billion) and the New England Patriots (~$7.5 billion).
Do the Broncos own their stadium?
Yes, the Broncos own Empower Field at Mile High and associated real estate. They are also developing a new stadium at Burnham Yard, which will further increase the franchise’s asset base and long-term revenue potential.
Why did John Elway sell the Broncos?
John Elway sold his stake in the Broncos as part of the 2022 sale to the Walton-Penner Family Ownership Group. The sale consolidated ownership under the new group and provided a record $4.65 billion valuation, while ensuring the franchise’s long-term stability and financial growth.
Does Condoleezza Rice own the Broncos?
Yes, Condoleezza Rice is a minority owner of the Denver Broncos as part of the Walton-Penner Family Ownership Group. She participates in strategic decisions related to branding, community initiatives, and governance, though she does not control day-to-day operations.
How much did the new owners pay for the Denver Broncos?
The Walton-Penner Family Ownership Group paid $4.65 billion to acquire the Denver Broncos in 2022, marking the highest sale price for an NFL franchise at that time.
Does Lewis Hamilton own part of the Denver Broncos?
Yes, Lewis Hamilton, the seven-time Formula 1 World Champion, is a minority owner of the Denver Broncos. His involvement brings global recognition to the franchise and supports international marketing and branding initiatives.