Thats one of those checks you would just frame and not ever cash. I dont know, but its kinda chitty IMO, that a company cashes in with advertising, and promotion from this. Look, Guido Fieri is going to hock Jack this and Jack that and sell the "Jack" rights to whoever will name some food after them for millions. Not from the liquor but from "I was at the world championship of barbecue" and "I brought this back" but thier payouts to the people that give them the rep to sell those rights, are total crap. I mean some of these local contests, pay the same or a little less than the Jack.