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January 13, 1998 | JIM HODGES, TIMES STAFF WRITER
The Los Angeles Marathon, long disparaged in elite runners' circles for a carnival atmosphere not considered conducive to serious competition, will receive a boost today with the announcement of a new sponsor. Saucony, a 100-year-old athletic shoe and apparel company in Peabody, Mass., has signed on for five years, and the money from the deal will be plowed back into the marathon. Prize money for this year's race, March 29, will be doubled, to $150,000.
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SPORTS
January 13, 1998 | JIM HODGES, TIMES STAFF WRITER
The Los Angeles Marathon, long disparaged in elite runners' circles for a carnival atmosphere not considered conducive to serious competition, will receive a boost today with the announcement of a new sponsor. Saucony, a 100-year-old athletic shoe and apparel company in Peabody, Mass., has signed on for five years, and the money from the deal will be plowed back into the marathon. Prize money for this year's race, March 29, will be doubled, to $150,000.
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