Making Money on the Clock

The Chicago White Sox have sold timing rights to the start time for evening home games in 2007, according to a story in the New York Times. The games will start at 7:11. Guess who the sponsr is? (Insert your own jokes.)
(Hat tip to Steven Dubner at the Freakonomics blog.)

Update: This appears to be a three-year deal for $500K per year. The Sox apparently play about 50 evening home games per year, so it's $10K per game for the starting time. That seems like a lot to me, but I guess it depends on how often, and in what manner, 7-11 gets credited for the starting time.

Update 2: The story is also on the Chicago Tribune's web site--the New York Times story, that is--and does not appear in today's Tribune print edition. Talk about getting scooped...