Back in April 2025, while standing at Coors Field, Dick Monfort, long-time owner and chairman of the Rockies let slip a comment, that in hindsight, feels like the first domino in a massive Denver sports shakeup. Speaking about Greg Penner, he said, “I like Greg Penner a lot… he knows what he doesn’t know,” talking about the half a dozen breakfasts where they talked more than just football. From fan experience to community impact. While that sounded like simple admiration then, a year later that relationship has materialized into one of the most significant ownership moves. 

The Penner Sports Group, led by Greg Penner and Carrie Penner, is taking another large step in the professional sports industry. They have acquired approximately a 40% minority stake in Colorado Rockies, a franchise valued at the $1.68 billion, according to Front Office Sports.

“While our focus remains firmly on the Broncos, we look forward to being supportive, long-term partners of the Rockies and Major League Baseball,” the Penners said in a statement. “We’ve enjoyed getting to know the Monforts and are grateful to join Dick and Charlie in the Rockies’ ownership group along with the other partners.”

Now the Monfort family still will remain in control. Monfort will be the chairman & CEO, Charlie Monfort, an owner and general partner, and Walker Monfort, who will be running day-to-day operations. But that’s not saying that Penners coming in won’t change things around for the MLB team. Things will surely change. 

First and foremost, the changes that are anticipated will only be for the better. This partnership will provide the Rockies with the financial help needed to pay off their ongoing debts. But mostly, they get to address more pressing issues which is a chance of revival from a long struggle. The Rockies for the seven consecutive seasons have struggled. Last year, the team recorded its worst attendance figures in Coors Field history during a recent homestand. They have only made five playoff appearances in 34 seasons. Plus, they have just one WS appearance to show for. And this is exactly where Penners’ incoming could change things, because they do have the Midas touch!

In just four seasons, Greg and Carrie Penner helped transform the Denver Broncos, a team that was stuck in an eight-year playoff drought, into a legit contender. They invested heavily in facilities and boosted team performance by hiring a new head coach, Sean Payton, in 2023, and drafting Bo Nix in the following year. As a result, the Broncos finally made an appearance in the playoffs in 2024 and then reached the AFC Championship Game the following season. That kind of turnaround doesn’t happen by accident. 

This comes from infrastructure, investment, and having that long-term vision. And the Rockies who have been behind scouting, analytics, infrastructure, and data need that. Right now Monfort and Co. are already making changes that show an upward trajectory. They promoted Walker Monfort to team president and even hired longtime executives like Paul DePodesta and Josh Byrnes this offseason, who will look into the baseball operations side of things.  And as far as Dick Monfort is concerned, he seems thrilled. 

“Greg and Carrie have proven that they share the same passion for our region and a strong commitment to compete at the highest level,” Dick Monfort said, per ESPN. “We are thrilled to add them to the Colorado Rockies’ ownership group as we best position this franchise for long-term sustained success.”

The question is that the city has seen the Penners revive one franchise for the better, but can they do the same for this one? Nevertheless, the Penners are doing much more than just buying stakes. 

The Penners’ growing investment in Denver’s future

If on the field they have had an impact, off the field they have been just as transformative. With the Broncos, they have committed to a $175 million state-of-the-art training facility set to open soon. They have also taken Burnham Yard as the site for a privately funded stadium, which is targeted for 2031. All this follows an earlier $100 million investment to upgrade Empower Field at Mile High. It’s what helped the Broncos rank at the top of the NFL’s Voice of the Fan survey for gameday experience. 

But their impact also goes beyond the infrastructure. Greg and Carrie Penner are only among the handful of owners in the NFL to get an “A” grade in NFLPA surveys. They have also focused on community investments. They have granted more than $8 million this year alone through the Denver Broncos Foundation. 

They also have programs like a $12 million initiative that is providing over $15,000 in helmets to high school football teams. So, in less than four years they have gone from owners to power players in the sports world. They are making a difference overall. 

And if that handful of breakfasts was the beginning, well, a lot seems to be in the works. The Rockies should be ready for a change.