Apparently, Ted Cruz’s campaign manager Jeff Roe was in Houston last night watching the game between the Red Sox and Astros. Roe seems to have forked out the big dollars for a seat behind home plate for one reason. As the Blaze reports:

Ted Cruz campaign manager Jeff Roe gave the idea of “earned media” a completely new meaning Sunday night as he held a “Cruz 2016″ sign while sitting behind home plate during a national broadcast baseball game between the Houston Astros and Boston Red Sox.

Politico reporter Shane Goldmacher noticed Roe and fellow Cruz staffer David Polyansky and was first to tweet a video of the duo and their sign.

Here you can see it, clear as day:

Brilliant move by Team Cruz, who held this sign during the entire nationally televised broadcast right where everyone could see it. “Earned media,” indeed.