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PENS SELL OF BROADCAST AND MERCHANDISE RIGHTS TO KBL
Published November 28, 1994
Penguins Owner Howard Baldwin sold the team's broadcasting and merchandising rights to Liberty Sports cable channel KBL for the next 12 years. The deal extends the four-year $20M TV/radio contract signed last year through the 2006-2007 season, and gives KBL the rights to Penguins merchandise not sold in Civic Arena. Baldwin reports the deal could be worth up to $65M, and even higher depending on how the team fares in the playoffs. The team's entire marketing operation, including 20 to 30 employees, four retail stores and a warehouse containing $1M worth of merchandise will be transferred to KBL Merchandise Inc. KBL GM Bill Craig hopes to sell Penguins merchandise on a home-shopping show, reconfiguring the team's four stores, and opening outlets in different locations, including Pittsburgh International Airport (Penguins/KBL).