On the Pohlad Companies website, it lists members of the leadership team. Those bearing the Pohlad surname:
- James Pohlad
- Robert Pohlad
- William Pohlad
- Tom Pohlad
- Chris Pohlad
- Charlie Pohlad
- Allie Pohlad
- Joe Pohlad
One of the most interesting developments from the Minnesota Twins sale saga was that the last Pohlad—Joe—on that list is the one who actually wants to keep the team in the family. This isn’t a “Joe Pohlad hates baseball” scenario—rather, the exact opposite.
A part of me takes some hope in this—“hey, at least one Pohlad wants to keep the team!“. But another—larger—portion is worried that Joe may
not have the chops to be Big Pohlad On Campus.
As such, I present to you the top five ways in which Joe needs to better market the 2026 Twins…
1: Be transparent about the TV situation
It sounds like the Twins will be under the ESPN umbrella next season. This will almost certainly mean extra money spent by the MN consumer to view their favorite (still—hopefully) baseball squad. Argue amongst yourselves the ethics of that approach by MLB ownership groups.
But instead of obfuscating, the Twins need to be upfront. Tout how the new TV deal will raise revenue (and thus the ability to sign/spend)! Detail exact costs and how to watch/subscribe (don’t drop channel numbers hours before the opener). Some will balk, others will bite—but transparency is best.
2: Announce news as it happens
One of the embarrassments of 2025 was having the news of manager Rocco Baldelli’s extension leak during the lackluster opening weeks. This could easily have been avoided by announcing the extension when it happened. Simple as that.
We live in a postmodern world. Everyone knows business-speak and can sniff out a rat from miles away. So just announce news as it happens and let the chips fall where they may. If anything, the Pohlads would gain respect for this approach rather than hiding news until it may be advantageous.
3: Lean into Twins history
The Pohlads have done a remarkable job catering Target Field to general crowds with fun giveaways/promotions and trendy in-ballpark spots. Some might say this goes overboard at times—seemingly forgetting that a baseball game is actually being played. But a major opportunity exists to draw Twins history lovers back to the ballpark.
In 2025, what should have been a major franchise anniversary—the 1965 World Series appearance—was hastily thrown together and not even televised. Absolutely unacceptable. For ‘26, Owner Joe needs to lean into…
- The Twins HOF ceremony. I don’t care if it’s Denny Hocking & Mike Redmond being inducted—that needs to be on the promotional docket from Opening Day.
- The 35th anniversary of the 1991 World Championship team. Have starters go to their old positions in a pre-game ceremony—what a moment that would be (I don’t care how badly Herbie tears up the turf)!
- Perhaps a Paul Molitor Day, dedicated to his amazing age-39, .341 BA 1996 season in Twins pinstripes. He could split the game between TV/radio and tell late-90s Twins stories all night!
- Bring back as many of the 2006 Miracle Twins as possible—preferably in a game hosting the Detroit Tigers.
Also: make sure these events are highly publicized and fans know exactly what time they’ll begin pre-game. I guarantee higher-than-average crowds every time franchise history is feted.
4: Don’t get spooked by end-of-‘25 crowds
One of the worst things that can happen to a baseball franchise is the downward spiral (see: Pittsburgh Pirates) of low ownership investment, which leads to sparse crowds, which leads to even less investment, which…well, you get the picture.
I’ll shout this from the rooftops (alas, I live in an apartment) if I have to: THE TWINS HAVE A DEVOTED FANBASE HERE IN THE TWIN CITIES!! The only caveat: Minnesota is a bastion for other outdoor activities—sporting or otherwise—during the summer. So if the paying cranks get wind of obsolescence at 1 Twins Way, other pastimes will fill the vacuum.
5: Don’t gut the roster (especially Pablo Lopez or Joe Ryan)
The absolute Minnesota Twins die-hards (looks around and smiles) will largely root for laundry—next man up—over favorites. But that isn’t the case for every rooter.
Obviously Byron Buxton is here to stay—if as much by personal choice (praise be!) as anything. But Pablo Days give fans a reason to spent a night under the North Loop stars. The same goes for the Joe Ryan Experience. To the average fan—hell, to most of us here on Twinkie Town—they mean so much more than just “the next guy”.
If you’d like to prove your ownership mettle to Twins fans, Joe Pohlad, I hope you were taking notes.
