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That's actually exactly what it means. You did not think this one through, my friend. Why would anyone give him a car if they weren't able to profit off the fact that they gave him one? That's what sponsors are: advertisers on human billboards. If a motor co isn't sponsoring Bigface, there's nobody to give him a car. Capisce?
Since when has the 'name value' of an athlete been constrained to the moment of their performance?
Roger Federer doesn't shave with Gillette during a tennis match, yet they pay him millions.
Lebron James doesn't pull out a Samsung Galaxy to take a selfie mid dunk during a game, yet they pay him millions.
Capisce?