True but it's not completely one-sided. The sponsors are acting because they're afraid their own images will get tarnished. Or, more concretely, out of fear that if a group of activists decided to mount a boycott in response to the scandal de jour, the sponsor might become one of its targets. (Much easier to boycott Budweiser or Marriott than the Vikings, especially in a year when the team's won-loss record is already causing fans to think about abandoning ship!)