Built, Not Bought

“Built, Not Bought”

 As we enter the 2026 NFL season, the current rendition of the Denver Broncos comes into the year with massive expectations. Many believe the team was a Bo Nix ankle injury away from adding another Lombardi Trophy to the case of this illustrious franchise. With the vibes at an all-time high, #BroncosCountry should rightfully be ready to take to the streets of the Mile High City come Valentine’s Day 2027. As a lifelong Broncos fan, I cannot wait to see this team’s character arc reach its climax after all the years of misery and quarterback uncertainty we have endured since the “Sheriff” decided to retire. 

To me, this team has evolved before our eyes during the Sean Payton era, beginning with the #LetsRide movement and culminating most recently in a week of #StiddyParty in #StiddyCity. The decision to voluntarily absorb the largest dead-cap hit in NFL history is a great example of the confidence the Broncos’ leadership has in its strategy, process, and long-term plan. Even with the richest owners in the NFL, the Broncos’ success can be attributed more to the front-office decisions made by the Payton-Paton regime than to the ownership group’s financial resources. The Walton-Penner ownership group has done a tremendous job managing this team at the organizational level, consistently empowering the people it hires to do their jobs. By giving the front office the autonomy to make difficult decisions that support the culture Sean wants to build, ownership helped put the Broncos in this position. Rather than buying its way to success, as other NFL franchises have attempted in the past, this ownership group simply gave the chef the green light to cook and shop for his own ingredients. The finished product is a team built the right way, the way true football knowers would ideally construct one: in the trenches and through the draft. This is where the predictions and comparisons might get a little crazy, #BroncosCountry, so buckle up. “Built, Not Bought” is a phrase that has remained top of mind for me throughout the offseason. I am excited by the similarities between how this team was constructed and how other successful teams across major professional sports were built. This idea can obviously be applied locally to both the Colorado Avalanche and the Denver Nuggets. Both organizations fit the same “Built, Not Bought” theme: build through the draft, develop talent the right way, and ultimately win championships. The downside is having to make difficult decisions about whom to pay because of the organization’s success in drafting and developing players within its culture. The same model can be seen elsewhere, including with the Golden State Warriors and San Antonio Spurs dynasties. The evidence is everywhere: releasing Russ despite the historic ramifications; refusing to re-sign Von Miller or Justin Simmons, even when the fan base yearns for nostalgia; consistently selecting captains from every side of the ball in the draft; re-signing key cultural contributors before their contracts demand it, including Sutton, PS2, Bonitto, Allen, and Bolles; drafting a quarterback with the personality to handle the pressure and legacy that come with being a Denver Bronco; and drafting a certain running back from Washington to bring it all together. These are just some of the moves that have led me to believe this is a team of destiny. #BroncosCountry, you had better buckle up. This team is not only built for 2026 but is also poised to follow in the footsteps of other great success stories created by this model. “Built, Not Bought” Jay “Dream” Weaver President, Jonah Coleman FC #GoGoJonah