Twins Join the Jersey Patch Era with Securian Financial Sponsorship

The Minnesota Twins have officially entered Major League Baseball’s jersey advertisement era. On Thursday, the team announced a new multi-year partnership with Securian Financial, which includes the addition of a jersey patch featuring the St. Paul-based financial services firm.

Beginning with their first game out of the All-Star Break in Colorado, the Twins will now take the field wearing the Securian Financial patch on their uniforms. With this move, Minnesota joins the vast majority of MLB teams who have added jersey ads since the league first allowed them in 2022. Until now, the Twins were one of just four teams holding out, alongside the Rockies, Nationals, and Rays.

The team has never publicly explained why it took this long, but it likely came down to finding the right deal. Now they have one. In addition to the jersey patch, the Twins shared that Securian Financial will have a visible presence at Target Field as well as throughout their television and radio broadcasts.

This won’t change anything on the field, but it does bring in a few more dollars for the Pohlad family, who are in the process of selling the team. Commissioner Rob Manfred recently indicated that a sale might not be far off. While this sponsorship probably won’t affect that timeline, it could be a small bonus for a potential buyer to inherit an active and monetized partner.

For fans, the disappointment comes in seeing another ad on a jersey. The Twins were one of the last teams keeping their uniforms clean, and that felt somewhat refreshing in an increasingly branded sports world. Of course, people will get used to it, and the outrage will fade. But it’s still a little sad to see one more piece of the game give way to advertising.

What do you think of the new jersey patch? Are you for it, against it, or indifferent? Let us know in the comments.