Pat Bowlen: the game came first.

• Author: Ringo, Kyle
• Position: SPORTS BIZ

COLORADO'S OTHER PROFESSIONAL sports franchise owners could learn a thing or two from Denver Broncos' owner Pat Bowlen.

In the modern era of the NFL and other pro leagues, there are countless examples of owners who micromanage the day-to-day workings of their teams, including forcing personnel decisions on general managers and coaches or unwillingness to fork out the investments needed to win. Bowlen, one of this year's Colorado Business Hall of Fame inductees, has never been that guy. He never made it about himself.

He took over as majority owner in 1984 and the team has produced a winning record in 25 of the past 30 seasons, easily the best record of success in the league in that span. The Broncos' six Super Bowl appearances in that time are tied for the most by a single owner in league history.

"No. 1, he always put football first," Broncos CEO Joe Ellis said. "We're in the football business, but he always put the game of football in front of the business of football. He empowered people to allow them to do their jobs."

Bowlen purchased the team for $78 million 30 years ago. A valuation by Forbes published in August estimated the franchise is now worth $1.45 billion.

This sort of success in a hyper-competitive business doesn't just happen by chance. It's rooted in a culture established from the top-down. Bowlen never shied away from confronting tough decisions, such as making a coaching change, seeking public assistance to build a state of the art stadium or changing the team's uniforms. And he's taken some hits to his popularity along the way.

Bowlen was seen as an outsider initially. Standing on the sidelines of old Mile High Stadium in a fur coat, he didn't fit in with the blue-collar fan base. There were those who believed Bowlen would sooner move the team out of Denver than lead it to unprecedented success here.

There really is only one way to overcome that kind of negative perception--win.

Professional sports teams are unique businesses to own and operate because your customers feel like they have a say in the direction you're going. They want their voices heard and respected in return for the passion and dedication they give to your brand. Bowlen seemed to understand the...