Companies decide to sponsor events and sports teams for lots of different reasons. Some are direct sales to customer companies so the product is important ie insurance, mobile phone services, alcohol, betting etc.
others, like Aland, are about brand positioning and aren't really interested in direct customer sales (they are a property developer and most of us arent going to be choosing them to develop properties) Others just use it as a tax right off, because they are supporters of the club or just to big themselves up and get some legitimacy.