Not sure where that $100 million figure in the article comes from. It looks like they had a deal with Friskies (Purina) but $100 million sounds like way too much for a sponsorship like that.
According to the owners (in a different article) they were getting 'low six figures' a year from whatever deals they had going in 2013, and if that stayed on-track it doesn't even come close to $100 million, even if you look at it as the total value of 'the brand'.
According to the owners (in a different article) they were getting 'low six figures' a year from whatever deals they had going in 2013, and if that stayed on-track it doesn't even come close to $100 million, even if you look at it as the total value of 'the brand'.