Paul Newman took out ads apologizing for being in The Silver Chalice. Hockey teams spend millions hoping to lift one. But the Chicago White Sox are taking the term in a new direction: Silver Chalice Ventures, a new unit created earlier this year to expand revenue possibilities beyond baseball. With offices in Chicago and Silver Chalice stayed under the radar from its January start until this week and the launch of BullsTV, a digital network Silver Chalice New Media helped develop for the Chicago Bulls. White Sox owner Jerry Reinsdorf also owns the Bulls but the NBA team isn’t the company’s only client. Silver Chalice also developed a mobile suite for XOS Technologies and the Southeastern Conference (SEC), and works with mSpot and video startup Mycontent.com. The unit also plans to invest in other business, according to the Sports Business Journal.  CEO Brooks Boyer told SBJ: “Consulting work is great, and it’s part of the strategy, but we’re definitely about building successful long-term businesses and, where appropriate, taking part in that on an equity level.”