The White Sox and Blackhawks Are Working Together

The Blackhawks season came to an end on Sunday, and even though they didn't make the playoffs, anyone who doesn't think it was a successful season had unrealistic expectations. Not only did the team play well and grab some attention from the city as the Bulls and Bears sucked the winter away, but they also joined the 21st century. The biggest change, of course, being that the team is going to televise all 82 of it's games next season. While that's a large step in the right direction to getting the Blackhawks back in the public consciousness, John McDonough realizes that television alone won't do the trick.

Which is why he's found a new partner in the city to help spread the word about Blackhawk hockey.

The White Sox and Blackhawks [Tuesday] will announce a far-reaching marketing partnership in which each club will promote themselves in the other club’s building and within the other club’s media inventory, a rarely heard-of practice for clubs not controlled by the same ownership group. The pact, signed for one year but eyed for a longer term, will begin [Tuesday] at the White Sox’ home opener with a video to be shown at the stadium that will feature Blackhawks RW Patrick Kane and C Jonathan Toews in White Sox hockey jerseys. Other activations in the partnership include a Shoot The Puck promotion on the top of the White Sox dugout during each game at U.S. Cellular Field, a Blackhawks night at the ballpark set for August 23 and Blackhawks theming in White Sox game presentations, such as the use of the hockey goal horn for home runs. Similar activities, such as a White Sox night at United Center, are being developed for the '08-09 NHL season, and some ticket sales activity will occur at each other’s games as well.

Neither side is giving away any of the financial details of this cross-promotion, but the Blackhawks will be paying the lion's share as they'll be doing most of the "gimmicky" stuff at The Cell throughout the season.

Regardless, this is a very interesting idea that doesn't happen much around the sporting world. I can't help but wonder if the rest of the NHL would be better served to take notice of what the Blackhawks are doing, and can use it themselves to help get the game back out to the masses.