When the expansion franchise was established in the early 1990s, organization leadership chose the geographic identifier "Colorado" instead of "Denver" to encompass a broader regional fan base across the entire state and the Rocky Mountain region. By branding the team after the majestic mountain range rather than just the host city, the franchise successfully united sports fans throughout Colorado, Wyoming, New Mexico, and surrounding states, creating a sweeping regional identity that resonates deeply with supporters attending games at Coors Field.