From The Whiteboard: The Denver Broncos

There’s much debate to be had over whether the NFL or professional athletics in general have “too much money,” and while the purpose of today’s column is not to weigh in on that debate, I do want to focus on the good that comes out of the profit.  

Occasionally, you will hear about an organization doing something that just warms your heart, and this week the Denver Broncos did that for me.  

 

All in. All Covered. 

The Denver Broncos Foundation recently announced a statewide helmet distribution program, “All In. All Covered.” This is the largest act of philanthropy in Broncos organization history and sets the organization apart from the rest of the league with this unique display of community outreach. 

 

That’s a lot of helmets.  

Through this program, the Broncos are partnering with Riddell and the Colorado High School Activities Association to hand out brand new helmets to every tackle football program at the high school level, free of charge. At first glance, it is easy to dismiss this and assume that there are terms and conditions or that it sounds too good to be true; however, the program is exactly what it claims to be.  

With this initiative, over 15,000 Riddell helmets are going to be distributed to 277 schools throughout the state. The program will extend from 2025 to 2028, and the number of helmets donated will be based on each school’s roster and team classification.  

 

Schools are in need. 

This program is incredibly unique, and I hope to see other teams get on board and follow suit. While losing this money won’t hurt the Broncos’ pockets too much, it will certainly make a lasting impact on the students they reach. 

I remember playing varsity softball for a Podunk program and having to wear what seemed like the same jerseys the players were wearing in a photo on our gymnasium wall from the last time we won a state championship back in the 1990s.  

Before games, we would help each other safety pin our jerseys together in the front because most of the buttons had popped off years before and were missing. There were red clay dirt stains too stubborn for bleach, and the cream color behind the royal blue pinstripes was a far cry from the bright white I imagined it once looked like. My senior year, we finally found the funds to get brand new jerseys and matching socks, and you would have thought we had won the lottery with the celebration that followed.  

My point is that this initiative has the potential to make an impact on the lives of student athletes all throughout Colorado. Not every school has the budget to provide the equipment necessary for each player, and a new helmet could make a difference in the lives of hundreds of student athletes.   

 

Can you put a price on safety? 

Another positive aspect of this program is that these are not just cheap standard helmets being given out, but instead it is the Riddell Axiom smart helmet, which retails for arounad $750 each.  

This high-tech headgear is even equipped with monitors that will let coaches know if a player has taken too much impact from a hit, helping to improve the safety of student athletes.  

 

Time to step up.  

There is no doubt that this initiative will make a lasting impact for years to come, but the question is, will other teams follow in their footsteps? While every professional athletic organization has its own charitable acts, it is rare to hear about one with such an immediate and direct impact on its community.  

I commend the Broncos for choosing to use its money for something much larger than themselves, and I genuinely hope to see similar initiatives take place from other teams. 

And who knows, maybe one of those kids getting a helmet will grow up to be the next John Elway, Peyton Manning, Tim Tebow or Bo Nix.  

White is the sports editor for the Liberty Champion. Follow her on X.