I think brands should weigh these sponsorships and see what are the returns they are getting and not only look at it from the point of view of visibility. At the end of the day, any kind of marketing or branding should be able to equate to sales (along with building a brand).

So i think the debate should be whether these sponsorships help increase sales or does it help increase brand equity? 

The excessive premium that has to be paid to be called 'exclusive or selected supplier' causes many other sport types and events to suffer from lack of any support, let alone less support. This is the case for the mentioned three sport types at a 'lower level' as well.

Indirectly this means that the development (if you will forgive the South African cliché) level of the sport is severely neglected, which in turn makes enemies rather than friends in the long run. Young Mr. or Ms. So and So, who is currently battling to buy boots, pay for travel etc. due to a lack of any assistance will one day probably be running the show and will not have forgotten the big name who shunned him or her indirectly in the early stages.

What I am saying is that the Big Names have forgotten the balance they need to keep, and that it is high time that the Big Events bring their own added value back in line. They are damaging rather than promoting -- as they will be the cause that the sport grows slower. They may be remembered for the wrong reasons.