While jersey sponsors have long played a prominent role in international sports, the American sports landscape is gradually seeing more and more advertisements on jerseys. Baseball has had jersey sponsors for several seasons.

But MLB waited until the postseason to make the league-wide change.

When the NL and AL Wild Card Series began on Tuesday, fans noticed that all the batting helmets on both sides had a large “BOUQUET” advertisement on them. This was apparently a partnership between Major League Baseball and the German workwear brand that was finalized back in September. But beyond the MLB press releases, Tuesday was the first time many fans saw the sponsored helmets.

The MLB – especially under the leadership of Rob Manfred – has never been one to turn down quick money. We remember the FTX debacle, where the scandal-plagued, now-defunct cryptocurrency exchange had its logo on all referee uniforms. So we shouldn't be surprised that Manfred is allowing a brand with minimal recognition in the U.S. to be plastered all over the helmets of the sport's biggest games.

According to Sportico, the placement could be worth $15 million in brand awareness.

But it's safe to say that MLB fans weren't thrilled with the sponsored helmets.

This is how Twitter/X reacted

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This article originally appeared on For The Win: Why MLB teams will have STRAUSS ads on their helmets during the World Series