Eagle-eyed sports fans might have caught an eyeful during Game 5 of the World Series on Sunday. During the 7th inning, as Astros pitcher Gerrit Cole wound up to throw, a pair of models/social influencers sitting behind home plate lifted their shirts and flashed him, as well as the millions of viewers at home (watch the NSFW clip here). Both the women, Julia Rose and Lauren Summer, work for Shagmag, what magazine co-founder Stephen McHugh calls the “millennial version of Playboy.” He also states that Julia, who is a co-founder and CEO of the magazine, “pushed for the stunt to create awareness on breast cancer.”

That didn’t matter to security at the game, who removed the pair from the venue, nor did it matter to Major League Baseball, who have banned the women for life. Rose posted a photo of the letter she got from MLB which reads, “During the game, you violated the fan code of conduct by exposing yourself during the 7th inning, in order to promote a business. You were also part of a scheme in which you induced others to expose themselves to promote the business.”

[Elvis Duran]

Why’d they do it? Julia says the motivation was a mix between promoting their publication, Shag Mag … and raising awareness for breast cancer.