UPDATE, 12:26: The Crown Royal deal is not an endorsement, just a gift from Garza to his teammates. He is also working on a "separate surprise" for his teammates that is being finalized now. The no-hitter did lead to a series of new endorsement/licensing opportunities for Garza, with details to come from deals with Majestic, Dreams Inc., Highland Mint, Coopersburg, Photo File and Lojo Sports. Garza already has existing deals with Avantair, Nike, Rawlings and Topps.

One of the items being produced and sold is a limited edition (500 total, individually numbered) 14x16-inch framed photo plaque that includes a small piece of a ball from the game for $99, with some of the proceeds going to the Make-A-Wish Foundation. To order call 1-800-345-2868 or visit www.nikcosports.com.

DEVELOPING: How is Matt Garza showing appreciation to his teammates for Monday's no-hitter? According to this press release this just popped in, with personalized bottles of Crown Royal Black whiskey.

To quote:

To celebrate Monday’s no-hitter, Matt Garza was quick to ensure that his team was part of the monumental occasion.  Garza has arranged for each of his fellow teammates to receive a bottle of Crown Royal Black with a personalized embroidered Crown Royal Black bag, which includes a message of gratitude for their role in the game.

“Becoming the first Rays player ever to pitch a no-hitter has been a great experience.  I really couldn’t have done it without the support from my team.  To thank them for their nine innings of hard work, I decided to give them a personalized embroidered bag and bottle of Crown Royal Black.  That way, we can all celebrate together when enjoying the new whisky,” said Garza.