The Minnesota Twins are stepping into a new era of branding by partnering with Securian Financial in a groundbreaking jersey patch sponsorship. For the first time, the Twins will feature an advertising patch on their uniforms, joining most MLB teams in monetizing their on-field apparel after league approval in 2021.
Here’s a quick rundown of this historic partnership and what it might mean for the team and fans.
The Twins’ Bold Move Into Jersey Sponsorship
Major League Baseball teams have started turning to jersey advertising to diversify revenue. The Minnesota Twins just struck a multi-year deal with Securian Financial.
This partnership puts the St. Paul-based company’s logo right on the sleeves of the Twins’ uniforms. That’s a pretty big deal for visibility on and off the field.
For the first time in franchise history, fans will see an ad patch on the team’s iconic jerseys. It’s a visual change, but also a signal that the Twins are adapting to the times.
The Significance Of The Partnership
Securian Financial, a financial services company with deep local roots and a national presence, landed the deal after a lengthy search by the Twins. The team wanted a partner whose values fit with their mission but could also make waves nationally.
This partnership deepens Securian’s relationship with the Twins, which started back in 2017. It also shows a renewed commitment to both community and business.
The financial terms haven’t been made public. Industry chatter suggests the deal could be worth anywhere from $5 million to $25 million a year.
That revenue matters, especially now, when cable TV income is dropping thanks to streaming services and the recent bankruptcy of Diamond Sports Group.
What The Jersey Patch Means For Fans
Fans will spot the Securian Financial patch on all five versions of the Twins’ jerseys, from home whites to road grays. The logo’s background color will change to match each uniform, keeping the look cohesive.
There are retail perks too. High-end replica jerseys with the patch will hit stores next spring, so fans can get in on the new look.
Details That Make This Partnership Unique
This isn’t just another generic ad deal. The Securian partnership feels intentional, almost personal.
The patch always faces the pitcher and TV cameras, maximizing its visibility during games. It’s a thoughtful touch that keeps the jersey’s traditional vibe intact.
This deal goes beyond just jerseys. Securian will get more exposure through ballpark signage and in-game broadcast mentions.
It’s all part of a bigger strategy to diversify the Twins’ revenue, especially as the sports broadcasting world gets shakier by the year.
The Financial Impact Of Jersey Patch Deals
Jersey patches have changed the financial game in pro sports. The Twins jumped on the trend quickly.
The team’s Chief Revenue Officer said this partnership helped boost partnership revenue by almost 50% in recent years. That’s huge for a mid-market franchise like the Twins, who have to juggle keeping a competitive roster with all the financial curveballs out there.
A Sign Of The Times For MLB
This deal between the Twins and Securian shows how much Major League Baseball is changing. With media habits shifting and old-school broadcast models fading, teams are leaning harder into sponsorships and advertising to stay afloat.
The league approved jersey patches in 2021 for a reason. The Twins saw the writing on the wall and made a move that could help them weather whatever comes next.
Final Thoughts: A Win For Both Sides
The Minnesota Twins’ partnership with Securian Financial goes beyond a simple jersey patch. It’s a bold move that shows off local pride and a bit of business savvy.
The Twins get a way to make up for falling cable TV money. This deal gives the franchise a much-needed financial boost.
Securian Financial, in turn, gets its name out there on a national stage. That’s a pretty big deal for their brand, both at home and across the country.
The Twins seem determined to stay competitive as MLB keeps shifting. Fans will see a new patch on the jerseys—maybe they’ll even want to wear it, as a small piece of team history.
Here is the source article for this story: Minnesota Twins will wear advertising patch on the sleeves of their uniforms
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