Minnesota Twins Ink Landmark Jersey Patch Deal With Securian Financial

Minnesota Twins Ink Landmark Jersey Patch Deal With Securian Financial

MINNEAPOLIS-ST. PAUL, MN – The Minnesota Twins will now sport a new look on their uniforms, featuring a prominent ad patch for St. Paul-based Securian Financial on their jersey sleeves. This multi-year agreement, announced by the Twins on Thursday, July 17, marks the club's first official jersey patch partnership and deepens an already long-standing relationship between the two Minnesota-rooted organizations.

The Securian Financial logo began appearing on all Twins jerseys – including home, road, alternate, and City Connect uniforms – starting with the team's road game in Colorado on Friday, July 18, which marked the opening of the second half of the regular season. The patch will be visible throughout Spring Training, the regular season, and any Postseason play.

Major League Baseball first allowed teams to sell advertising space on jersey sleeves with the new collective bargaining agreement ahead of the 2023 season, opening up a significant new revenue stream for franchises. While some teams quickly embraced the opportunity, the Twins were among the last few clubs to finalize such a deal, alongside the Chicago White Sox and Tampa Bay Rays. This deliberate approach, according to Sean Moore, the Twins' Executive Vice President and Chief Revenue Officer, was about finding the "right partner" that aligned with the team's values and had strong local ties.

"For years, Securian Financial has been a valued partner and trusted ally of the Minnesota Twins," Moore said in a statement. "As we sought the right partner for this landmark jersey patch opportunity, Securian emerged as the perfect fit – not only because of our shared Minnesota heritage and steadfast commitment to our home community, but also due to our common focus on growth, long-term impact and leadership on a broader scale."

Chris Hilger, Securian Financial's chairman, president, and CEO, echoed these sentiments, emphasizing the shared values and bold ambition behind the collaboration. "This partnership is more than a logo – it's a symbol of shared values, bold ambition, and the belief that what we build together can resonate well beyond the field. We're honored to be part of this historic moment."

Beyond the visible patch on the jerseys, the expanded partnership includes an increased presence for Securian Financial at Target Field and across Twins television and radio broadcasts. Securian Financial has been a team sponsor since 2017, and this new agreement significantly elevates their brand visibility to a national audience.

The financial terms of the multi-year deal were not disclosed, but similar jersey patch agreements across MLB have ranged from an estimated $5 million to $25 million annually, depending on market size and team prominence. With 25 of MLB's 30 teams now featuring a sponsor logo on their jersey sleeve, the Twins' addition of Securian Financial further solidifies this new commercial landscape in Major League Baseball.

MinneapoliMedia