I don't know how it works in other parts of the country (or in that giant ball of communism called "Canada"), but in the Midwest, you can tell how successful a business is by seeing what little league sports teams they sponsor. Big restaurants typically sponsor little league baseball teams, and shit-hole bars sponsor soccer teams. Hockey teams are normally sponsored by dentist offices (but not because hockey players lose teeth, dentist offices just make more money, and sponsoring a hockey team is expensive).
So basically, what I'm getting at is that Wilco are in line with a very successful restaurant: The band is reportedly sponsoring a pair of little league teams (one in Chicago and one in Massachusetts). Why? Because they really like baseball (probably) and they really want to shake off their "dad-rock" tag (not). In Chicago, Wilco are sponsoring the Royals, while in Massachusetts the sponsor the TMM/Wilco team, which actually sounds like a textile company sponsoring a team (instead it's a band and their management). [P4K]
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