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When The Moon Hits Your Eye Like A Big Pizza Pie, That's ... A Blackhawk?

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The Blackhawks have been promising a "special announcement" this afternoon in conjunction with Giordano's Pizza, but Phil Rosenthal of the Tribune has the scoop:

A Giordano's patch will appear on the upper right front of the Hawks sweaters worn at all practices and morning skates. Reebok's logo will remain on the upper left corner.↵

↵The arrangement, set to be formally announced Tuesday, is one of two such sponsorship pacts in the National Hockey League. The Calgary Flames have a similar partnership, Blackhawks Executive Vice President Jay Blunk said.↵

↵"Right now the economy is dictating that not only advertising, but sports teams, deliver real value," Blunk said. "So we have to look at everything. We have to consider things like advertising on our sweaters."↵

↵To reinforce its brand message, Giordano's — a first-time marketing partner with the Blackhawks — also will sponsor practice content in the Blackhawks TV section of the team's Web site,, and get exposure at each of the team's 2010-11 regular-season home games.

Sponsorships? Fine. We understand that. What we can't figure out is the point of putting these patches on practice jerseys -- "sweaters" (in hockey parlance) that no one but the players see. Maybe they figure it'll make them hungry for pizza.