CHICAGO – Convenience retailer 7-Eleven has inked a three-year sponsorship deal with the Chicago White Sox that will change the starting times for weeknight home games to 7:11, reports the Chicago Sun Times.

According to the newspaper, the White Sox organization will reportedly receive $500,000 annually from 7-Eleven that includes in-park signage at U.S. Cellular Field, advertising on promotional giveaway cards and "drop-ins" during radio and television broadcasts.

"The new start time is really a unique way for 7-Eleven to increase its visibility with the White Sox and within baseball," said White Sox Vice President of Marketing Brooks Boyer in a statement.

"The White Sox have offered us a tremendous opportunity to get in front of a demographic that we like to attract," said 7-Eleven spokeswoman Margaret Chabris in a statement, adding, "We want to be able to interact with them in an entertaining, fun arena."

Chabris noted that a recent 7-Eleven study found that many of the retailer's customers are sports fans.