I say sponsorship is cool and give a sense of support from both parties. But when it's shit that has nothing to do with skiing (or boarding, or skating, or Uno, etc) it's kinda dumb. Like the energy drink crap with monster, rockstar, mountain dew and ever red bull sometimes. I've never had red bull once while doing any sports, on late night uni-finals studying. And like Target, and nike basically just dipping their balls into the soft gold just to get some pocket liner if stupid also in my opinion. Check out Scotty Wittlake, that dude knows where it's at.