I too would like to see a source backing that up, as I am also skeptical of that claim. The Packers as one of the few publicly-available financial disclosing sports franchises have consistently noted that their absurd level of merchandise sales is one of the major contributors to their operating income each year. Granted, the Brewers aren't the Packers when it comes to fanbase overall, but I have a hard time believing that merchandizing accounts for 'so little' of their revenue. I've had access to several teams financial information. Obviously it's confidential so I can't divulge any detailed information. However, outside of in-park merchandise sales, all jersey sales, etc. just get shared equally by all teams. In-park merchandising doesn't even come close to 1% of a team's revenues in general. Speaking of team financials, and I know this is getting a bit off topic, but were terms of their new deal with Bally every announced? I thought they had a deal in place earlier this year...