When the NRL managed the sponsorships you had AAMI/Suncorp (Front) and Lion Co./XXXX (Naming) for Queensland and Wizard/Aussie/VB (Front) and Sony / nib (Sleeve) and Gio (Shorts)
Suncorp Group has over $90bn in Assets, including AAMI & GIO brands, so definitely bluechip.
Wizard was owned by GE at the time, so one of the world's largest companies. Aussie only got the sponsorship as they bought Wizard off GE, whilst we all know how big Lion and Foster's are.
Sony speaks for itself.
Since the State Leagues took over the management of the sponsorships, Suncorp left, XXXX reduced their partnership and Foster's was replaced by Lion on the NSW kit.
It has also created this scenario where the NRL is selling against the State Leagues for overall tournament sponsorship (Holden, Carlton Dry, Finder) which I'm sure isn't helping the situation.