Twins Video
Back in early May, I wrote about how the Twins were killing their brand, and it was painful to watch as an invested longtime follower of the team. They drastically reduced their payroll coming off a breakthrough season, they reneged on their promise to increase viewership availability, and to top it all off, the team really stumbled out of the gates in April.
Fortunately, the Twins were able to turn the tides in a big way following a 7-13 start. They've since been one of the best teams in baseball, winning 18 of their 24 series behind a punishing and relentless offense. Minnesota's roster produced a pair of All-Stars (Carlos Correa and Willi Castro) with several others deserving of strong consideration. Their strong play has kept the Twins within five games of the division-leading Guardians, who have the best record in the American League.
Despite all these on-field positives, the organization has seen a further drop in attendance, averaging 1,200 fewer fans per game than in 2023. They stand almost no chance of reaching their goal of 2 million tickets sold this year.
"There’s room to quibble about how much each specific factor has led to the Twins’ decreased attendance," writes Aaron Gleeman at The Athletic, "but it’s undeniable that their television mess, on the heels of their inactive, payroll-slashing offseason, brought rising fan morale to a screeching halt and turned off many devoted followers in a way that reinforced their longstanding suspicions about ownership."
Even as the team is succeeding and playing very entertaining ball, their brand crisis is only worsening. It's very unsettling to think about the long-term implications of this trend persisting; as Gleeman notes, this can become a vicious cycle where lower revenue leads to even less investment from the team, and thus less investment on behalf of the fan base.
Right now, the Twins have a unique opportunity to win back some fan energy and perhaps change the course of their current downward plunge. A great second half leading into a meaningful postseason run could do much to draw back detached fans and casuals, while building palpable excitement heading into the offseason and 2025. If Minnesota were to reach the ALCS or even the World Series, it would be a game-changer in terms of the organization's perception (while also producing significant extra revenue).
The opposite scenario is a scary one. If the Twins, say, hold onto the second wild-card spot and end up getting dispatched by the Yankees (whom they'd face in New York if the playoffs started today), that's only going to enflame the disgruntlement. If the Twins fizzle out and miss the postseason entirely, it's going to really rile up the rancor and foment fan disinterest. This feels like an outcome the Twins simply cannot afford as a business right now.
Much is riding on the next two and a half months. The future of the Twins franchise could be greatly influenced by how things play out. No pressure or anything, boys.
Follow Twins Daily For Minnesota Twins News & Analysis
- Oldgoat_MN, Karbo, Hrbeks Divot and 6 others
-
9







Recommended Comments
Create an account or sign in to comment
You need to be a member in order to leave a comment
Create an account
Sign up for a new account in our community. It's easy!
Register a new accountSign in
Already have an account? Sign in here.
Sign In Now