The increased revenues include more than tickets receipts, with money coming to the Twins from sources such as suites, signage, corporate sponsorships and merchandise. The lure of Target Field and one of baseball’s most exciting teams has transformed the Twins from a small market franchise to a mid-level one.
The term small market is associated with teams from smaller population areas and more minimal revenues compared to the “haves” of baseball such as the Yankees, Red Sox, Cubs, Phillies, Dodgers and Giants. But good ball clubs and extraordinary stadiums have made teams like the Cardinals and Mariners deserving of the mid-level tag.
The Twins have joined that club. Their payroll was approximately $65 million in 2009 but seems likely to approach $100 million in 2010. Never has the franchise’s new found swagger (and deeper pockets) seemed more apparent than earlier this month when the Twins signed Joe Mauer to a new eight year contract for $184 million, the fourth richest in baseball history. (The team payroll was about $15 million in 2000, according to Cot’s Baseball Contracts Website).
Without Target Field, the sports marketing source said the Boston Red Sox public address announcer next year would be announcing, “Now batting, catcher Joe Mauer.”
The source believes that even if owner Carl Pohlad were still alive, the Twins would have signed Mauer to that franchise record deal. Pohlad didn’t become a billionaire by being careless with money but the opinion is he would have been comfortable with the deal because of the franchise’s resurgent revenues (the club isn’t announcing budget projections).
The front office’s willingness to expand the payroll even further will be tested in the immediate years ahead. The size of the Mauer contract means 20 percent or more could be tied up in one player. But the Twins raised ticket prices and demand for tickets when they left the Metrodome after last season. Who is to say they can’t even build on this year’s revenues?
The Twins’ on-field product could be outstanding for years to come. The team has a nucleus of exceptional players under 30 years old including Mauer, first baseman Justin Morneau, shortstop J.J. Hardy, center fielder Denard Span, designated hitter Jason Kubel and pitchers Scott Baker and Kevin Slowey. And the organization has been impressively stockpiling promising players in its minor league organization. Last year the Twins signed one of the Caribbean’s most talented prospects in shortstop Miguel Sano and maybe the best prospect in Europe when they brought German outfielder Max Kepler into the organization. Minor leaguers who could help more immediately include highly regarded center fielders Ben Revere and Aaron Hicks, and catcher Wilson Ramos who one day may ease the move of Mauer to third base or first base.
This is not commissioner Bud Selig’s contraction Twins.