Tampa Tribune extends Bucs sponsorship

The Tampa Tribune is paying about $20.1-million to extend its contract as a "Pewter Partner" of the Tampa Bay Buccaneers football team.

The 10-year sponsorship agreement extends a five-year contract due to expire in January. It gives the Tribune exclusive rights to sell newspapers at Bucs home games, added stadium signage and the right to participate in other marketing programs with the team.

The Tribune's renewal of its marketing agreement with the Bucs follows the St. Petersburg Times' decision in September to buy naming rights to the Ice Palace in Tampa. The Times paid more than $30-million for a 12-year agreement that included renaming the facility the St. Pete Times Forum.

Tribune publisher and president Steven M. Weaver, who did not respond to a request for comment on Monday, was critical of the Times' move at the time. In an e-mail, Weaver said his newspaper had an opportunity to purchase naming rights to the Ice Palace five years ago but declined for ethical reasons.

"By putting their name on a building, there is an implied endorsement of the events which are hosted at the venue, including concerts, political rallies, religious functions, etc.," he wrote.

At the time, Weaver said the Tribune's sponsorship deal with the Bucs is different because the newspaper is one among 18 "Pewter Partners."

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