They hold the cup, now they want the dough.
The Chicago Blackhawks struck a revenue-generating deal with Giordano's Pizzaria to put the popular pizza chain logo on the Blackhawks practice uniforms.
"Right now the economy is dictating that not only advertising, but sports teams, deliver real value," Blackhawks Executive Vice President Jay Blunk said to the Chicago Tribune. "So we have to look at everything. We have to consider things like advertising on our sweaters."
Under the terms of the agreement, a Giordano's patch will be stitched on the Hawk's sweaters, opposite Reebok's logo, according to the Chicago Tribune. The deal will also include sponsoring practice content in a section of the team's website and exposure at the Blackhawks regular-season home games.
The Giordano's name is a staple in Chicago. The company operates 39 restaurants in the area and another six in Florida.
Neither the Blackhawks nor Giordano's released terms of the deal.
Prior to the season, the Blackhawks sliced its Stanley Cup team and raised ticket prices by an average of 20 percent. At the time, Blackhawks Chairman Rocky Wirtz told the Chicago Tribune the Blackhawks "ran out of cash several times last season" despite their success on the ice.