I understood your point perfectly well but briefly I believe they reduced their advertising as part of a script or plan that deduces the name is out there and has max impact now. I am not so sure that they have maxed out their return for name recognition yet. I agree the Hood of car top 20 would be ideal.
If a boiler company is there than why not them ? Ultimately these decisions "SHOULD" be made on affordability, once the financials and forecasts are together they should be able to determine if that sponsorship is in their league or not.
Once the stock starts to climb again that affordability range will increase.