Cross Promotion - Jackets & Indians

Does it makes sense for Major League Baseball's Cleveland Indians to be in a cross-promotional marketing partnership with the National Hockey League's Columbus Blue-Jackets? Sure, both are Ohio based teams, yet why would a hockey team that only starts it's regular season in early October cross-promote a baseball team who's season will be over by then and is not in the October playoff race? Where is the value in that? I thought these partnerships were meant to drive traffic to games - how can you do that when the season is not even on?