Your links only refer to the number of sponsors, and very notably do not refer to the dollar value being increased. With the innovative advertising at home games such as riveting slogans like "Use an Aussie ATM", no wonder everyone is clambering on board. Who looks at the brand of an ATM before they use it and who cares, this is a corporate self indulgence, nothing more. Imagine the discount you had to offer to get them to sign up at the last minute.
Great to see via your link, that another one's climbed on board (WTFPac ) after the season started. Wonder how much discount they received?