Lets clear this up I agree with you that we should support the ski industry. No one is arguing against that. What I am arguing against is your opinion that Coast sponsoring Mr. Wallisch is not helping the ski industry. I am arguing that it does.
When Coast sponsors Mr. Wallisch, or when Paul Mitchell sponsors Mr. Schiller or when Redbull sponsors Mr. Hall, the sponsoring company is putting their money into the ski industry. It can not be argued that the more money there is in the ski industry the better off the industry is.
You also have this fixation on not supporting outsiders. You state that we should rather spend our money in the ski industry rather then in other industries. It is here that you will start to run into problems. Our human needs require us to buy things like groceries, pay for water, get a house and have adequate clothing (not really but it makes life much more enjoyable to not be naked and homeless).As you can see it is rather difficult to only support the ski industry and not others. Other societal standards also encourage us to bath and wash ourselves on a regular basis. Personally, I use soap or body wash when doing so, I find that it does a better job at keeping me from developing a less then ideal aromatic aura which tends to offend those with higher proportions of estrogen in their bodies. Anyway, neither soap nor body wash grow in my vegetable patch. I am forced to either buy or steel them then. Again society as well as moral values encourage us to buy rather then steel. I chose to buy. When I do this I am decidedly spending money on an industry other then the ski industry. Now, I am not sure whether you like to keep yourself clean or not, but we will assume that you do. If you do not you can ignore the following. When you go to buy whatever cleaning products, you are awarded with a variety of brands and options; non of which you would include under the ski industry. You can chose to support any of them. When you chose to support Coast however, some of that money is funneled back into the ski industry. Before Coast started sponsoring skiers or promoting ski events (not sure if they do), you would not have had any option to support the ski industry. Now you do. If skiers start to prefer Coast over other brands, coast may realize that there is indeed a good return on investments made in the ski industry, this will only encourage them to invest more in the ski industry by sponsoring other athletes and events.
Coast sponsoring Mr. Wallisch is only a good thing for the ski industry.
As for the sustainability part. you argue that as soon as Coast is only doing this to make money and once it starts losing money in the ski industry they will pull their investments out of it. First off, I am going to try very hard to impress this upon you: this is the same for every other company in the ski industry, all the way from your local 'core' shop to ski companies like ON3P to the giants like Sports Authority and K2. Once they start losing money they will leave the ski industry. It should also be noted that you the consumer can decide how sustainable Coast and others putting money into the ski industry will be. If the skier consumer choses to support them, and continue to support them you will find that it is very sustainable. If, instead, consumers chose to do as you advocate and don't support Coast or others like Paul Mitchell, you will find that the support from those companies is indeed very temporary and non-sustainable.