The New York Yankees know how valuable Aaron Judge is to their franchise. The presumptive AL MVP winner is not only one of the best players in baseball, but also one of the most marketable faces in the sport.

New York knows better than any other team just how valuable Judge is. Brian Cashman knew that the Yankees’ $213.5 million contract offer in the spring wasn’t going to be enough to extend the All-Star slugger. Now that Judge is a free agent, the Yankees are starting to handle negotiations with more urgency.

Yankees’ owner Hal Steinbrenner addressed the team’s talks with Judge during an interview with YES Network. While he wouldn’t provide any specific details, New York’s top decision-maker made it clear that re-signing Judge is far and away the club’s top priority.