Because the brand needs a face and this stuff matters far more than the folks here want to believe. Not just to sell tickets, which always seems to be where this conversation steers. You need a brand for corporate partnerships and the general engagement of the fans. Yelich, after 2 seasons of OPS-ing .750, is still by far the most recognizable likeness on the team, and it's not close. Signing him far away from FA is the only for MKE to sign him. I still don't really fault the Brewers too much for it. But it doesn't change the fact that as of today, it absolutely sucks how this is unfolding. I acknowledge that this part of it matters, but not to the extent that necessitates making these huge deals years out from free agency. Faces of franchises evolve and change over time, and it doesn't mean they need lifetime contracts to ensure they stay the face over their entire career. If you have a consistently good team, you'll have consistently good and marketable players. I doubt they can keep Willy Adames jerseys on the shelf right now, and he's been here 3 months. And if he leaves in 3 years, casual fans will move onto the next flavor.