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Broncos announce large philanthropic investment, promises 15,000 helmets across state

Jaymin Kanzer
Glenwood Springs Post Independent
Rifle High School football players put their helmets together after a 2023 victory. On Tuesday, the Denver Broncos announced the largest philanthropic donation in the organization's history, awarding 15,000 helmets to 277 high school football programs across the state.
Ray Erku/Glenwood Springs Post Independent

The Denver Broncos announced the largest philanthropic donation in the organization’s history on Tuesday.  

Led by the Walton-Penner ownership group, the “ALL IN. ALL COVERED.” initiative promises brand new helmets to every high school football program in the state over the next four years, hoping to break down the financial barriers surrounding football while simultaneously making a safer game for future generations. 

“The Denver Broncos Foundation is proud to launch ALL IN. ALL COVERED., a game-changing program designed to have a lasting impact on Colorado youth for years to come,” Broncos co-owner and Foundation Board Chair Carrie Walton Penner said in a news release.



Starting this fall, the Broncos and Riddell will supply every tackle football program in the state with Riddell Axiom smart helmets. Over the next four years, 277 schools across the state will receive more than 15,000 helmets, which will cost more than $12 million, fully funded by the Walton Family.

“When I first read the email, I thought it was a joke,” Glenwood Springs head coach Mike West said. “This is just so fantastic for the kids. I am so happy to know that their health and safety is being worried about at that high level.”




The initiative began during a Denver Broncos Foundation board meeting. The board set out to reduce financial barriers while increasing health and safety standards. Broncos’ co-owner and CEO Greg Penner identified providing helmets as the most cost-effective and impactful solution.

“I believe providing players with high-level equipment, especially when it comes to safety, is incredibly important,” Coal Ridge head coach Justin Reed said. “I see this positively impacting our program and any other program in Colorado that participates.”

Starting in February, the Broncos and Riddell will set out on a six-stop caravan to different towns across the state, trying to give local communities the easiest access to the new equipment. The new helmets will replace equipment from 2 to 8 years old, providing future students with safer options.  

Every football coach rue the day they have to buy new helmets for their teams. Brand new helmets regularly run into the triple digits, and the specific helmets the Broncos will be supplying retail for $750 each. Programs are required to recertify helmets every two years, which adds to annual equipment budgets. Following the generosity from the Walter-Penner ownership group, the donation will free up funds for programs to address other needs.

“We’re so thankful to be a part of this,” Rifle head coach Ty Leyba said. “We looked at replacing some helmets with Riddell’s bounty program this year, but this allows us to not have to just purchase new helmets, which takes a lot of the budget. Now we can focus on getting newer and safer equipment like shoulder pads and girdles. Hopefully it makes some parents feel safer about their kids playing, but it also allows us to fund our program in areas we haven’t been able to before.” 

The Riddell Axiom helmets feature advanced technology, including the TRU-FIT system, which uses 3D imaging to create a personalized fit for each player. The helmets also come equipped with InSite Smart Helmet Technology, which provides real-time analytics for impact sensing and reporting. The Broncos are also providing a four-year subscription to InSite Analytics and a Riddell sideline device as part of the initiative.

“We are tremendously grateful to the Denver Broncos Foundation,” CHSAA Commissioner Mark Kruger said in a statement. “Especially to Owners Carrie Walton Penner and Greg Penner for their generosity and kindness in this endeavor as it is truly significant. This initiative will have a lasting positive impact on high school football programs and athletes across Colorado for years to come.”