Wednesday's Bee story, however, promotes just how many sponsors the Kings now have, possibly owing to the team's new small business program that lets smaller firms make smaller commitments to push their products on Kings fans in smaller ways. So because of programs like that, the Kings can say that they have more sponsors than ever. Note that they are not saying that sponsor revenue is at its highest point ever. More firms are paying less to advertise with the Kings.

The best part of the Bee story on the topic, however, is absolutely 100 percent this quote from Western Health spokesman Rick Heron:

Just beautiful.