I didn't understand that at all. I'm the type that has gone out of my way to support sponsors that sponsor sports/events/athletes that I'm interested in. Even though my wife says they'll kill me, I drink a Red Bull or a Monster drink every now and then because they support motorcycle racing. I went by the Garmin booth at the Runoffs. I really hadn't been interested in a camera, but I was so impressed with one of the models, that I pulled out my credit card to buy one and was told they couldn't sell them. No explanation. Baffling.
Indeed, times have changed. Many years ago, we left the Runoffs with "almost" more than we went there with. Tow fund, $0 entry fee, contingencies with Valvoline, Goodyear, Bell, and Champion basically made it a zero cost event. Even got a free Recaro seat for our van..why, I can't even remember!
I raced bicycles professionally in the 90's. Lots of sponsorship money in that sport then, too. I was an average pro, but still made a living and had more free equipment than I could use. They eventually realized that there wasn't a payoff, and the $$ (at least in the US) dried up. This is even when Lance Armstrong was considered a hero.
Advertisers are savvy now. If you don't have good data to prove that there will be a return of more than their investment, they simply won't do it. Gone are the days of sponsors taking a financial loss for the good of the sport or inflated exposure promises.