They say that good things come to those who wait. As it turns out, waiting six minutes longer to start a ballgame will bring the Chicago White Sox a goodly amount of money.
Last week, the team and the 7-Eleven convenience store chain announced a deal that would have the White Sox begin their evening home games at 7:11 instead of 7:05 (Friday night games are pushed up from 7:35 to 7:11). In return for pushing the start time back, the White Sox will be paid $500,000 a year for three years.
"It's a fun way to insert our name into fans' hearts and minds," Margaret Chabris, a 7-Eleven spokesperson, told The New York Times, "We think it's worth way more than $500,000."
For its money, 7-Eleven becomes the official sponsor of the first pitch at White Sox evening games. Also included in the deal are signage in U.S. Cellular Field, advertising on giveaway card promotions and mentions during radio and TV broadcasts. The convenience store chain will also sponsor one of the team's fireworks nights.
Ms. Chabris said 7-Eleven is talking to other baseball teams about sponsorships that would include starting their games at 7:11.
Discussion Questions: What do you think about 7-Eleven's deal with the White Sox? Can you think of other examples of creative marketing partnerships that have worked well?