In August 2021, the Minnesota Twins appointed Micah White Morris as Senior Vice President and Director of Revenue in a new position designed to drive business growth and the development of the Major League Baseball organization.
Her mission also focuses on exploring and building new sources of income for the Twins.
At the top of the list is the new revenue stream: Sale of backed jersey patches on a player’s uniform. Other US professional sports leagues, including Wild and Lynx, have already allowed it, Paving the way for millions of dollars in added revenue for teams. Major League Baseball finally made the decision earlier this year that governing teams can put sponsored jersey patches on a player’s uniform starting in the 2023 season.
Earlier this year, MLB’s San Diego Padres signed a four-year jersey patch deal with Motorola said to be worth $9 million a year, a good-sized check for a team that was $32 million in red for its operating income during the 2021 season, according to a report. . for Forbes. Meanwhile, the twins generated $10 million in operating income on $268 million in sales revenue that year.
We recently spoke with Morris, who was previously the chief revenue officer for UK-based Tappit, a high-tech company that works with stadiums and event venues, about the opportunity to patch shirts and other revenue-generating opportunities for the baseball team. Interview has been edited for length and clarity.
s: What are the twins looking for in a T-shirt logo partner, and why is it seen as a huge opportunity for the franchise?
a: It is arguably one of the highest and most obvious exposure opportunities you can get in sports, outside or next to a building name. Every time a player appears in front of the camera, whether in the community or otherwise, that partnership will be on display on some level. While it is important to monetize this opportunity, it is not important to ensure that we are connected to a brand that has the same brand values as we do and want to do more than just gain exposure and impressions, but actually connect arms and do so is something that changes and affects us. The community we serve.
s: Some MLB teams sell crest space on the baseball field. How are the conversations going with companies that want to add their names to the lawn at Target Field?
a: We have many conversations happening in real time about a range of opportunities to connect with twins, albeit what we call traditional origins. It’s going well, and we feel confident about where we stand, not just this year, but definitely beyond. The team, its performance and its continued competition certainly add to this overall interest.
s: Why do you think the length of game time and number of games in a baseball season, which some argue is a downside to the game, gives Major League Baseball a bit more compared to other professional sports?
a: In baseball games, you really have a chance to have a conversation, spend time with clients or people you care about, and there’s a downtime where you can participate, network, or have fun playing your favorite game and not feel as though you’ve missed out. The greatest opportunities in baseball for maximizing the game, engaging the audience, and introducing new experiences are superior to any other sport, only because of the length of time. This is the backbone that will propel baseball into the future. We have the gift of time. We just have to determine the best way to use it.
s: Speaking of introducing new experiences, The twins recently added augmented reality at Target Field. That’s based on what the Twins did last year, by launching a virtual reality Hall of Fame experience for fans, the first major league team to do so. Will the twins explore other opportunities to get involved in the metaverse?
a: We’ve explored non-fungible tokens (NFTs) this year, and the league is getting involved in the field. All signs point to more of that to come as it relates to our continued penchant for innovative technology and metaverses, so the answer is an unequivocally yes. We have this amazing amount of time and there are different ways to engage different groups of people. There are people who just want to take their seats and watch and enjoy the game, and there are others who want to participate in new and dynamic ways in our playground experience. What we’re trying to do is explore a way to get everyone involved, all against the backdrop of the Minnesota Twins and baseball.
s: What other revenue opportunities are available for the Twins?
a: We’re taking a deep dive and looking at all of our spaces and trying to think of what’s the next wave and the best wave of spaces and opportunities around the field for the future. Is there a different way to approach food and drink experiences? Is there a different way for all the holistic experiences of living and breathing in a playground environment? We’ve looked at gaming and esports and asked, “Is there an element of that that lives permanently on the field in the future?” None of that has been solidified at this time.