United Center restrooms and the Benny the Bull blimp that flies around the arena during Chicago Bulls games will have corporate ties this season, part of the team's slate of 15 new or expanded sponsorship deals.

Headlining the new crop is Cincinnati, Ohio-based plumbing and drainage company Roto-Rooter, which becomes the first sponsor of the United Center's public restrooms. Under the deal, the company will have signage on restroom mirrors, above urinals and outside select restrooms.

Selling rights to restrooms is a sign of the Bulls' brand strength, though it's also a logical fit for Roto-Rooter, says sports sponsorship consultant Josh Kritzler, who helped pioneer bathroom ad signage in ballparks before launching his Chicago-based firm Property Consulting Group.

"Public restroom signage offers a captive audience," he said. "And it gives you the opportunity to be a little more risque or creative. For a brand like Roto-Rooter, that's a very top-of-mind place to deliver their message."

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