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<\/p>\nDENVER \u2013 The roster is the same and the lineup will probably look no different, either. But the Twins will have a new look when they open the second half of the season Friday night at Coors Field.<\/p>\n
It\u2019s on their uniforms.<\/p>\n
A patch bearing the name and logo of St. Paul-based Securian Financial will adorn a sleeve on the jersey of each Twins player, coach and manager beginning Friday night, the team announced Thursday. Two and a half years after MLB gave its teams the go-ahead to sell advertising space on their most visible real estate \u2014 the players themselves \u2014 the Twins have finally found a partner willing to meet their price.<\/p>\n
With the Nationals (who struck a deal with AARP) and the Rockies (York Space Systems) adding jersey patches earlier this month, the Twins\u2019 contract with Securian Financial leaves only the Chicago White Sox and Tampa Bay Rays without a sponsorship deal on their uniforms.<\/p>\n
What took so long for the Twins to tap into the sport\u2019s new revenue stream? Safe to say, the Twins likely held out for a deal commensurate with their market size. Though the Twins and Securian did not reveal the terms of their agreement, other than it\u2019s a multi-year partnership, the Padres, for instance, in a market marginally smaller than the Twin Cities\u2019 3.7 million people, are being paid a reported $10 million per season by Motorola to wear the smartphone maker\u2019s logo on their sleeves.<\/p>\n
Other fees reportedly range from the Marlins\u2019 $5 million-per-season deal with home security company ADT, to the Yankees\u2019 unconfirmed $25 million income from Starr Insurance.<\/p>\n
<\/p>\n
The new advertising logo on a version of the Twins’ road jersey. (Minnesota Twins)<\/p>\n
But the yearslong matchmaking process in Minnesota was about more than money, according to Sean Moore, the Twins\u2019 chief revenue officer.<\/p>\n
\u201cFinding the right partner for our first jersey patch wasn\u2019t about speed. It was about alignment,\u201d Moore said. \u201cWe sought a brand that shares our values, has deep local roots and resonates with our community,\u201d qualities that the parent company of, for instance, Minnesota Life Insurance Company, clearly meets, he said.<\/p>\n","protected":false},"excerpt":{"rendered":"DENVER \u2013 The roster is the same and the lineup will probably look no different, either. But the…\n","protected":false},"author":2,"featured_media":3091,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[435],"tags":[49,48,462,82],"class_list":["post-3090","post","type-post","status-publish","format-standard","has-post-thumbnail","category-mlb","tag-ca","tag-canada","tag-mlb","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/3090","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=3090"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/3090\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/3091"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=3090"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=3090"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=3090"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}