{"id":6276,"date":"2023-07-23T12:28:03","date_gmt":"2023-07-23T12:28:03","guid":{"rendered":"https:\/\/mysourcefunding.com\/leadership\/mlbs-minnesota-twins-are-flirting-with-success-meet-the-woman-in-charge-of-selling-their-appeal\/"},"modified":"2023-07-23T12:28:04","modified_gmt":"2023-07-23T12:28:04","slug":"mlbs-minnesota-twins-are-flirting-with-success-meet-the-woman-in-charge-of-selling-their-appeal","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=6276","title":{"rendered":"MLB\u2019s Minnesota Twins Are Flirting With Success. Meet The Woman In Charge Of Selling Their Appeal"},"content":{"rendered":"
\n

Meka White Morris was hired in 2021 as the Twins’ first chief revenue officer. Today she faces the task of increasing income for a team that\u2019s valued at $1.4 billion.<\/h2>\n

A<\/abbr> few items immediately capture your attention in the office of one of the highest-ranking Black female executives in Major League Baseball. However, it\u2019s a colorful sneaker collage of Nike\u2019s Air Jordan sneakers hanging on a gray wall that stands out. It simulates genuine artwork in a museum. And for Meka White Morris, the chief business officer of the Minnesota Twins, the images of Michael Jordan\u2019s iconic sneakers are just as valuable as a Picasso. Her favorites? The black-and-gold Air Jordan 4s.<\/p>\n

\u201cMeka will rock a dress and some Jordans and be able to sell water to a whale,\u201d says Nicole Jeter West, CEO of brand agency Underdog Ventures. \u201cAnd she can get away with it,\u201d adds Twins CEO Dave St. Peter, \u201cbecause she rocks them so well.\u201d<\/p>\n

The Twins hired Morris in 2021 to help the franchise increase revenue. In the last two seasons, the Twins made north of $260 million. That\u2019s up from $111 million in 2020 during the pandemic. But the club wants to surpass its record revenue of $297 million from 2019.<\/p>\n

Since hiring Morris, the Twins have added corporate partners that include United HealthCare, security tech firm Evolv, and expanded a contract with U.S. Bank. The club also spent $29 million to upgrade their scoreboard, and Morris says she\u2019ll push for even more investment to keep up with augmented and virtual reality experiences. Twins vice-chairman and owner Joe Pohlad tells Forbes<\/em> that the team can match MLB markets like <\/em>St. Louis, Colorado, and Milwaukee on the revenue front. According to Forbes\u2019 <\/em>2023 ranking of the Most Valuable MLB Teams, all three clubs made more than the Twins last season. The Cardinals led the way with $358 million in revenue.<\/p>\n

For now though, the Twins are winning\u2014having reclaimed first place in the American League Central as they seek their first World Series since 1991. However, obstacles do await Morris.<\/p>\n

As the Twins’ inaugural chief revenue officer, her first order of business is to land a uniform sponsorship deal\u2014MLB changed its rules this year to allow it\u2014which industry insiders tell Forbes<\/em> is worth about $8 million annually. Also, the regional sports network business is imploding. In March, Diamond Sports Group, the nation’s largest RSN provider, filed for bankruptcy protection, and it’s already impacting some MLB team revenues. Diamond-owned Bally Sports North is paying the Twins $54 million in local rights this season, but the club has no contract for 2024.<\/p>\n

\u201cIt\u2019s going to create a level of disruption and uncertainty,\u201d St. Peter says of RSNs. MLB teams will need to dive \u201cheadfirst into the direct consumer business. Now, a media subscription is just as important, if not more, than a season-ticket,\u201d says former MLB advisor Marty Conway, now an adjunct professor at Georgetown University\u2019s McDonough School of Business.<\/p>\n

Adding to the difficulty, the Twins are attempting to grow revenue in a rugged advertising landscape as marketers pull back with constant recession fears. But Morris has plenty of fans rooting for her.<\/p>\n

\u201cShe hasn\u2019t spent her whole life in baseball, so she looks at things differently,\u201d St. Peter says. \u201cI think that\u2019s what has driven her throughout her career. She\u2019s programmed to win. If she doesn\u2019t win, she\u2019s going to spend a lot of time understanding why she didn\u2019t win.\u201d<\/p>\n

T<\/abbr>he Pohlad family purchased the Twins in 1984 for $35 million. Today, Forbes <\/em>values the team at $1.4 billion. When it came time to seek a chief revenue officer, Joe Pohlad tells Forbes<\/em> that he went against his usual method of identifying C-suite hires. Pohlad usually favors candidates who exhibit patience. Morris was the opposite. She was aggressive and impatient\u2014that fit with Pohlad\u2019s vision for the Twins to be innovative and adapt to a changing society. \u201cI knew the moment we started speaking, Meka was the one for us,\u201d Pohlad says. \u201cYou knew that she was somebody that had that competitive edge that clearly runs in her family.\u201d<\/p>\n

A native of Middleton, Massachusetts, about 20 miles outside of Boston, Morris inherited much of that intensity from her father, Jo Jo White, the Boston Celtics legend who helped that franchise win two NBA championships. He died in 2018, but Morris credits her father for instilling a competitive mindset in her older brother Brian, an actor, and Morris\u2019 four sisters. \u201cIt all came from him,\u201d Morris says of her Hall of Fame father. \u201cHe encouraged us to compete.\u201d In college, she excelled in track and field before graduating from the University of Kansas with a degree in journalism.<\/p>\n

In 2004, Morris landed a job with the Cleveland Cavaliers as a corporate sale accountant. Back then, she would scan a local phonebook for leads to previous ticket buyers to make sales goals. \u201cYou ate what you killed,\u201d Morris says. \u201cYou just dialed and smiled for dollars.\u201d It paid little, but a career in sales satisfied Morris\u2019 urge to compete. And after leaving the Cavs, she had roles with the Charlotte Hornets (then named the Bobcats), Las Vegas Raiders (then in Oakland); entertainment companies Live Nation, and Legends, where she met West.<\/p>\n

Recalling their time at Legends, West labels Morris a \u201cspark plug.\u201d She recalls an episode from 2016, when as chief marketing officer West oversaw Legends New York City tourist property, One World Observatory, which was underperforming. Typically, the business attracted beverage sponsorships worth seven figures. Morris devised a plan to launch fast pass lanes and special tour days, and those experiences led to prominent partnerships with Mastercard and Mercedes-Benz. A year later, Morris was promoted to oversee sales and marketing, leading to more prominent roles at firms Learfield, and in 2020, software company Tappit as chief revenue officer.<\/p>\n

And throughout her climb, Morris has always styled Air Jordans. \u201cI don\u2019t always wear sneakers,\u201d she says, \u201cbut about 80 percent of the time, whether I got a suit, a dress on or anything else, I probably got a pair of Js on.\u201d<\/p>\n

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W<\/abbr>hen it comes to doing business, St. Peter often meets with Morris over a beer to get updates. \u201cShe\u2019s drinking a fancy cocktail,\u201d he jokes. \u201cI\u2019m probably drinking a beer.\u201d But in those moments, St. Peter sees a more vulnerable and less competitive executive. \u201cI can appreciate and relate with that on many levels,\u201d St. Peter says. \u201cThen, on other levels, I cannot because I\u2019m not a Black woman trying to carve out a career in sports.\u201d<\/p>\n

Following the May 2020 murder of George Floyd in Minnesota, diversity became the theme of corporate America, and sports teams indeed sought Black executives to hire.<\/p>\n

Somewhat surprisingly, the NFL, which has a long history of racism at the coaching and the executive level, had the most gains for diversity hires in the front office. The league added five Black team presidents\/CEOs, including Jason Wright, the first Black team president in NFL history. In comparison, MLB also has five C-suite executives at the club level including Robert Brown, the New York Yankees\u2019 chief financial officer, Oakland Athletics chief legal officer D\u2019Londra Ellis, and Morris. But the league has no Black CEOs since Derek Jeter resigned as Miami Marlins CEO in 2022.<\/p>\n

As Minnesota was ground zero for global social unrest following Floyd\u2019s murder, Morris admits she was reluctant to take the Twins\u2019 role. But that would have gone against her competitive nature.<\/p>\n

\u201cIf you\u2019re going to make real change in any facet of your life, you are going to have to jump in the fire and go into the lion\u2019s den, so to speak,\u201d she says. \u201cIf there was ever a place to make change, for people who look like me doing it in baseball, in Minnesota, I can\u2019t think of a better combination of things that can drive real change for people of color and Black women in sports and entertainment.\u201d<\/p>\n

Now, Morris must deliver on revenue expectations, and similar to her stint at Legends, she refuses to take the safe route to create more business. \u201cAnything worth doing,\u201d Morris says, \u201cshould be equal parts well researched, well developed, and terrifying.\u201d<\/p>\n

Adds Pohlad, \u201cI think when her time is done here, she will leave our organization in a different place.\u201d<\/p>\n

Two years into her MLB tenure, there\u2019s plenty more for Morris to accomplish. But should she ever be in doubt about navigating the world of professional baseball, Morris can look to that Air Jordan collage in her office as a reminder to stay authentic. \u201cBe someone who will defy the odds,\u201d West says, \u201cand jump higher than anyone else.\u201d<\/p>\n

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MORE FROM FORBES<\/strong><\/h4>\n<\/div>\n

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Meka White Morris was hired in 2021 as the Twins’ first chief revenue officer. Today she faces the task of increasing income for a team that\u2019s valued at $1.4 billion. A few items immediately capture your attention in the office of one of the highest-ranking Black female executives in Major League Baseball. However, it\u2019s a […]<\/p>\n","protected":false},"author":1,"featured_media":6277,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[76],"tags":[],"class_list":{"0":"post-6276","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-leadership"},"yoast_head":"\nMLB\u2019s Minnesota Twins Are Flirting With Success. Meet The Woman In Charge Of Selling Their Appeal | Brandiary<\/title>\n<meta name=\"description\" content=\"Meka White Morris was hired in 2021 as the Twins' first chief revenue officer. 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