According to Anne Mariucci, part owner of the Mercury, the team's ticket revenue was up more than 20 percent for the recently completed season, and sponsorship revenue also was up -- in the double digits -- compared to the season before. Merchandise sales are way up, too.

The increase in ticket revenue is a tricky figure because the team's average home attendance of 7,638 in 2004 actually is down slightly from last year.

"We're giving away fewer free tickets and selling more expensive tickets," Mariucci said. "Our number of attendees there on a complimentary basis has declined significantly."