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Cruz Campaign Manager Jeff Roe Holds 'Cruz 2016' Sign Behind Home Plate During an ESPN Broadcast

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Puts a whole new spin on "earned media."

Image via Twitter/ShaneGoldmacher

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.

Roe held the sign most of the game, but Polyansky also took command of the sign several different times.

Sunday's game was held in Houston, home of the Cruz campaign.

The Astros ended up losing the game after an exciting finish that saw Houston tie the game in the 9th inning — sending the game into extra innings. But as Goldmacher noted, Roe left the game early and missed the dramatic ending.

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