PEPSI CENTER POSTS UP: ARENA ACQUIRES DENVER POST AS SPONSOR

          The Denver Post will join US West and Coors as "founding
     partners" for the Pepsi Center, according to Emily Narvaes of
     the DENVER POST.  Terms of the 10-year sponsorship were not
     disclosed.  MediaNews Group President Dean Singleton, whose
     company is the parent company of the Post, said that the
     newspaper's coverage of the companies involved with the arena
     "will be arms-length" from the marketing deal and "straight
     as an arrow."  Singleton added that fans at Nuggets and
     Avalanche games "will see The Denver Post everywhere [they]
     look," and that the sponsorship will include such things as a
     fan newsroom equipped with TV screens, Internet access and a
     lounge (DENVER POST, 3/13).  In Denver, Bob Diddlebock writes
     on the technology features at the Pepsi Center, as when it
     opens in October, "its technological firepower will make
     McNichols [Arena] look like a shack."  Pepsi Center GM Tim
     Romani said, "There's no one doing another building like this
     one.  My challenge is to try to skip a generation or two
     ahead" (DENVER POST, 3/15).