Denver Broncos wide receiver Emmanuel Sanders said failing to win Super Bowl 50 would mark a "bust season" for the franchise.
The Broncos head into the 2015 campaign with high expectations and a new head coach after Gary Kubiak replaced John Fox, who oversaw Denver's American Football Conference (AFC) divisional play-off loss to the Indianapolis Colts.
Denver's 24-13 defeat to the Colts in January has not dampened the team's confidence, with the Broncos - bidding to win a fifth consecutive AFC West title - setting their sights on an elusive Super Bowl crown, having lost the 2013 decider against the Seattle Seahawks.
Sanders said Broncos general manager John Elway was setting the bar high.
"The message was definitely world championship from the start," Sanders said on Monday.
"That's what Elway wants. The focus is bringing a world championship to this city.
"We want to get back there and we want to win it. The main focus of this group is to win a Super Bowl. That's the expectation.
"If we don't bring a Super Bowl to this city this year, then it's a bust season."
Sanders added: "[Kubiak said it's] going to take a special group of men to bring world championship to this city, but we have the guys to do it.
"Every year, no matter what organisation you play for, you want the standard to be world championship. If it's not a world championship, it's a bust."