I think I generally land in a relatively progressive camp when it comes to changes in baseball and an openness to the league doing what it needs to do to stay competitive, in both attention and dollars. Pace of play changes? Very into it. The DH in both leagues? Yes. Sponsor patches on uniforms? OK, fine. I tend not to clutch my baseball pearls.
But to me, this is just too far:
First of all, it just looks ugly. It makes the helmets look like they are Strauss Brand Helmets, which were available in the four for a dollar bin at the local gas station.
Second of all, the length of the deal means this is not going anywhere for a long time even if it turns out to be universally reviled. Kinda seems like it could backfire on the very sponsor the deal is intended to help.
And lastly, MLB better have gotten FREAKING PAID for these sponsorships, and clubs like the Cubs better deploy that money on player payroll (while other clubs just hoard it).