The company started a new period of sponsorship in 2006.
It's not a question of sponsorship in the traditional sense.
The team closed in 1998 due to a lack of sponsorship.
However the lack of financial sponsorship caused them to move on.
Eventually though, the race stopped, due to a lack of sponsorship.
Culture will come last on the list of charitable sponsorship.
The women's section was closed in 2012 due to lack of sponsorship.
Again, although the publicity itself is free the costs of sponsorship are not.
"There are several types of sponsorship all the way down the line," he said.
In 2009, the events gained about $500,000 worth of sponsorship.