Sheffield uni ice hockey is "sponsored" by Subway, Varsity (the bar) and KGM. They give us money in return for advertising and other support.
Now when I say we're sponsored by Subway, I actually mean the guy that owns the three Subways in Sheffield, not by Subway inc. And when I say we're sponsored by Varsity, I actually mean we're sponsored by the owner of Varsity on West Street, not the entire Varsity chain.
See what I'm getting at? We wear the logos on our jerseys, but are not necessarily sponsored by the big company, just the little franchise. I'm guessing it's the same with these guys.