It certainly pays for clubs, but it does bring rewards for sponsors? This post on a sister site starts with a discussion of the case of Charlton: Shirt sponsorhip
The Mesh sponsorship may have worked for them as I know 5 people that a bought a computer on the back of them sponsoring our kit.
Come to think of it, I think that we bought a Viglen which was an even earlier sponsorship for which I still have some shirts.
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