One of the newer books I was reading talked about Gatorade. When Gatorade was bought by Stockley Van Camp from the original creators the company sponsored Nascar.
It did this because the owner of Stockley Van Camp personally liked Nascar and the company was located in Indiana.
At the time, this didn't make too much sense because this wasn't part of the core group the brand should have been marketing to. They should have been focused more on athletes and sport games.
Later when Quaker bought the company they took their ad money and focused more on the core audience.
Can you think of times when you wanted to sponsor something that wasn't part of your core audience? Or can you think or other companies who sponsored events that weren't part of their core group?