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Volume 20 No. 42


The state of Wisconsin will pay the Green Bay Packers $476,000 as part of the launching of a raffle game in partnership with the team.

The Packers and Wisconsin Lottery recently announced the raffle that is offering a chance to win trips to all of the Packers road games in 2012. Raffle tickets of $2 each or three for $5 will be sold from Oct. 1 to Nov. 2. The grand prize is four tickets and accommodations to all 2012 road games. Other prizes include 75 tailgate ticket packages for two at Lambeau Field in Green Bay and 100 Packers Pro Shop gift cards worth $300 each.

This is the third year the Packers have teamed up with the Wisconsin Lottery. Previous games have given away tickets to Lambeau Field, cash and Packers Pro Shop gift cards. This year’s game is the first raffle-style game to be offered by a state lottery and an NFL team, state officials said.

According to information provided by the state of Wisconsin Lottery, $260,000 was paid to the team for the right to use the Packers’ name and logo, along with an additional $216,000 to purchase tickets, transportation and accommodations for all Packers regular-season road games in the 2012 season, along with any playoff games.

Over the three years, state records show the lottery has paid the Packers a total of $1.42 million in licensing fees and to purchase the prizes.

Packers officials could not be reached for comment.

Mark Kass is editor for The Business Journal Serving Greater Milwaukee, an affiliated publication.

The Pittsburgh Penguins have shifted their original television programming from local broadcast partner Root Sports Pittsburgh onto a team-owned website called Pens TV.

Based on team research — which says Penguins fans skew higher in online usage than regular Pittsburgh residents — team officials believe the move will improve viewership and advertising revenue.

For the last six seasons, the team produced a 30-minute magazine recap show on Root Sports called “Inside Penguins Hockey,” which aired on Saturdays at 10:30 p.m. David Peart, Penguins senior vice president of sales and service, said the show did not generate major local ratings.

“Even on a Saturday night the show would do a 1 or 1.5, and our advertisers weren’t able to realize the impact of the exposure because of the ratings,” Peart said. “We were putting a lot of time and energy into it.”

In April, the Penguins renewed their local broadcast agreement with Root Sports through the 2028-29 season. Peart said the agreement did not affect the decision to discontinue “Inside Penguins Hockey.” A Root Sports spokesperson said the company supports the Penguins’ Web initiative. Root Sports currently produces a pregame and postgame show for Penguins games.

Peart said Pens TV will enable the team to increase its total programming of 30-40 hours to nearly 100 hours this year. He said the website also allows more partners to become involved. The new programming will revolve around shorter four-minute vignettes. On game days, Pens TV will feature a regular pregame show sponsored by Verizon, and on non-game days during the season, the website will air a scouting report sponsored by Trib Total Media.

The channel also will feature a “Plays of the Week” show sponsored by Dick’s Sporting Goods, a historical highlight show sponsored by Consol Energy, a player spotlight show sponsored by the University of Pittsburgh Medical Center, and a weekly interview with broadcaster Mike Lange.

The shows will be produced in a new studio the team built at Consol Energy Center. Peart declined to discuss revenue numbers. A source familiar with the team believes the website can generate seven figures in advertising revenue annually.

“We think this will complement [Root Sports] programming,” Peart said. “We see a lot of potential to elevate the brand.”