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Twins’ new home has a name: Target Field

Courtesy of the Minnesota Twins

It’s Target Field.

That’s the name of the new Twins ballpark, which is set to open in 2010.

The team and the Twin Cities-based retailer announced a 25-year naming rights deal this morning. Terms weren’t immediately disclosed.

The curiosity of it all: Target Center, home to the NBA Timberwolves, is directly across the street from the new baseball stadium.

Various names had been floating around, from Wheaties Park to Land o’ Lakes Field, but the Target name makes sense.

Naming rights aren’t just about the local market: Target, with 1,648 stores in 47 states, will undoubtedly use the ballpark to make various impressions via televised games as well. And having the name Target in 81 baseball game stories in newspapers and websites across the nation is also a cheap advertising and branding date.

More later.

Comments (2)

  1. Submitted by Karl Pearson-Cater on 09/15/2008 - 09:25 am.

    I suppose ‘Target Stadium’ is next when the Vikings open bidding? (Er… ‘if’ they get the opportunity to open bidding, rather.)

  2. Submitted by Spadafora Spadafora on 09/16/2008 - 12:00 pm.

    When will we know the terms?… or will I need to spend $200 on a naming-rights publication like I did to learn about the Xcel Center’s naming-rights deal?

    The “brand lateral” or linkage to the team to gain market exposure is only one element of a good naming-rights deal.

    Perks and the “goodwill” associated with helping to fund the stadium and reduce a tax burden are other key elements of a good deal.

    Since Target doesn’t strike me as a company that wants to give its executives free use of stadium suites, or “club seats” or VIP parking and premium concessions, and since all the naming-right revenues will go to the Twins and won’t help to reduce a tax burden… not much “goodwill” and possibly “illwill” will be generated.

    Needless to say… I’m not expecting a record-setting naming-rights deal.

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