Sod them, it comes back to the game's leaders leading and being strong in their delivery of a bigger strategy. It's chicken and egg, you want big money but you're not going to get it without exposure. So you need to get the exposure first and if you succeed then the money will follow. If you can get a deal like the one I outlined then it is a much easier sell to approach other companies for cash deals if you can say they'll be involved with a tournament that is receiving such widespread exposure and marketing.
Aye, I don't disagree, but the negativity can be deafening at times.
It is quite clear now that we didn't have a long line of offers for title sponsorship last year and we went with something similar to what you stated - although I agree maybe not the best partner, but imho all the negativity ended that deal and now we end up with nothing.