The Penguins signed F Jaromir Jagr to a four-year, $38M
extension -- the "richest contract" in NHL history, and at
the same time "slashed season-ticket costs in seven price
categories for next season," according to Joe Starkey of the
Pittsburgh TRIBUNE-REVIEW. The cuts will save ticket
holders "as much as $279.50 per season" over the '97-98
season prices. Gate prices "will not increase" next season,
and owners "promise to make playoff tickets more affordable
this season." Pens co-Owner Howard Baldwin: "[S]ome of the
concessions we're making (in playoff tickets) are very
dramatic." Starkey wrote that "this season's sagging
attendance at the Civic Arena made a bold statement to
Baldwin and fellow co-owner Roger Marino." The Penguins
have played this season to 89% capacity, selling out only
three of 24 games (TRIBUNE-REVIEW, 1/28). The highest-
priced tickets will be reduced from $60 to $57.70. Tickets
that currently cost $39 will be reduced to $32.50. Every
other ticket will be "cut by at least $1" (USA TODAY, 1/28).
BRAND JAGR? In a deal "similar to the one they struck
with [Mario] Lemieux in 1993, the Penguins and Jagr have
agreed to share his marketing rights." The team will "allow
Jagr to use the team's logo if he were to appear on a cereal
box or poster," and Jagr will split the extra revenue with
the team. As for Jagr's contract, the POST-GAZETTE's Dejan
Kovacevic wrote that the Penguins "are banking" that the NHL
"will double" its national TV revenue when its contracts
with ESPN and Fox expire after this season. Kovacevic: "Not
that Baldwin is expecting a deal such as the NFL's."
Baldwin: "I'd crawl from here to California and back for $73
million a year in TV money" (Pittsburgh POST-GAZETTE, 1/28).
REAX: Avalanche GM Pierre Lacroix said that Jagr's
contract has him "worried." Lacroix: "The way it's going
you have to be concerned. Like any business, if you don't
have the potential revenue, somebody down the road is going
to get hurt. It's either the fans or the players. With
ownerships getting hurt, somebody else is going to have the
whiplash" (GAZETTE TELEGRAPH, 1/29). Commissioner Gary
Bettman: "[H]opefully, if Pittsburgh couldn't afford to pay
it they wouldn't have. ... It may mean long-term that some
high-paid players are basically taking away from some low-
paid players, but over time we think it will work out, and
over time we hope not to be ticket driven" (FSN, 1/28).
