I'd be a walking MH billboard if I were him too.
Athletes on the level of Roes have to train constantly, often to the point of interfering with jobs and a "normal" life. Yet there's so little money in the sport for "professionals". I think it's a beautiful thing that a company like MH is going to outfit him, pay race entries, etc. Pro sponsorships allow athletes to reach full potential, train full time, and do things that would be incredibly difficult to achieve otherwise. And if you've followed his career, I think you'll find he was doing it long before there was money or sponsorships, and I'm sure he'll be doing it long after.
Pretty sad that the MH sponsorship is apparently the only thing some people notice, without a single comment on what he accomplished out there. Talk about missing the point.