Seriously, what else is going to be licensed in professional sports? Stadium names, caskets and urns, and now start times of games. Starting in 2007 the White Sox will start all home games at 7:11 p.m.

Not a terribly drastic venture from their normal start time of 7:07 p.m., so I guess they felt it was okay to sell the rights to their start times to a company whose claim to fame is the Slurpee. I think I just threw up a little thinking about that.

“Every time the media announces the game’s start time it will be a gentle reminder of our sponsorship,” Chabris said.

To me that’s about as gentle as jamming a fork in my eye, but okay, whatever. Way to go White Sox… pioneers in selling out.

• White Sox to start home games at 7:11 (AP)