SPONSORSHIP BRIEFS

Gatorade to back new D.C. race
Gatorade has signed on to sponsor the first Washington DC Marathon, scheduled for March 24. Gatorade will serve as the official sports drink and energy bar of the marathon, which is being organized by Arlington, Va.-based H20 Entertainment Group. Terms of the deal were not disclosed. The marathon will join the popular Marine Corps Marathon, run in the fall.

Times in at Ice Palace
The Ice Palace in downtown Tampa has signed an exclusive newspaper sponsorship with the St. Petersburg Times. The six-year deal means that the Times, which is widely circulated in Tampa, will receive signs in the arena and can sell papers during games and other events. The deal essentially pushes aside The Tampa Tribune, which had been a sponsor at the arena since it opened in 1996 and has its offices nearby.

SME breaks from SFX
SME Power Branding has separated from Clear Channel Entertainment's sports division, principals Edward O'Hara and Gregory Economou said in a release. SFX Sports Group acquired SME in 1999 before SFX itself was bought by Clear Channel Worldwide. Under terms of the agreement, O'Hara and Economou may re-enter the sports and entertainment industry under the SME name. Both companies called the parting amicable.

No Invesco for Post
The Denver Post has decided that it will refer to the Broncos' new stadium as Mile High Stadium, despite Denver-based Invesco Funds Group's $120 million, 20-year deal to call the stadium Invesco Field at Mile High. "The community at large thinks of this as 'Mile High,' 'new Mile High' or 'the new stadium,'" Denver Post Editor Glenn Guzzo said in a Post story on the decision. Outside of official circles, seldom do you hear Invesco Field, except in negative terms." Invesco responded: "It doesn't seem to be a balanced or fair way to portray the facility."