And it's more than that. Sponsors want to know what worldwide support fanbase is. Sponsors back before TV became a big deal cared about how many people came to the matches, how many shirts they were selling. Nowadays it's about reach - memberships, social media followers, emailing lists - these numbers all add up to more sets of eyes on their marketing material, creating top-of-mind brand recognition with millions and millions of fans, not just the 40,000 that show up to the match. I get smithdown's point, but global numbers make a massive amount of difference to sponsorship money.