Corporate sponsors help with financing.(funding for Denver, Colorado public schools)

Advertising benefits public schools

In response to rising costs, funding cutbacks and calls for fiscal responsibility, Denver-area schools increasingly are turning to the private sector to help fill funding gaps and to meet the needs of their students.

While critics see this trend as corporate America pushing products on unsuspecting school children, proponents bill it as nothing less than savvy business.

"It's time we start acting like a business," said Christine Smith, director of community partnerships and enterprise activity for Denver Public Schools. "I got tired of begging for money all the time."

Denver Public Schools raised about $12 million over the last two years from a variety of corporate "partnerships." This summer, the district signed an exclusive contract with Pepsi Cola Co. of Denver that will generate a minimum of $5.9 million for the district over five years. Pepsi paid DPS $1.5 million for the exclusive right to sell its products …