Merchandise revenues are shared by all 30 teams. For every Cubs Pujols jersey sold, the Cards will get as much $ as the Cubs. (AFAIK It's not 100% that simple, but basically that's the case.) I believe it really is that simple when it comes to merchandise. IIRC, teams get to keep the revenue on merchandise sold in their own stores, but general merchandising goes into the general fund. This is true, but the amount of increase in sales the 1st year will be massive vs. the what the project # of sales in a Cardinals jersey. I'm not saying the Cubs will generate a revenue stream due to this. It would just be nice to see.