You’ve got to love a sponsorship that’s so simple you wonder why it hasn’t been done before.

When BankAtlantic signed on as a sponsor of the Panthers last year, the bank promoted its 7-day-a-week service with the team’s new 7 p.m. start times. Game start times have since returned to 7:30 p.m. this season and making the connection might have been a stretch for some fans.

But getting the Chicago White Sox to change their game start times from 7:05 p.m. to 7:11 p.m. is a much easier way to get 7-Eleven’s name top of mind. The convenience store company is reportedly in talks with other baseball teams.