Inactive sponsorship

I am sure i am setting myself up for a fall and will be accused of being too left brain about this but I don't really get a sponsorship. What do Samsung get out of sponsoring Chelsea? What return on investment does Vodafone get from England Cricket. I think they call this passive sponsorship.

I definitely understand sponsorship when there is a shared relevance so Flora sponsoring the London Marathon and, is it, Pedigree sponosoring Crufts Dog Show. And it is even better when a sponsorship is active or strategic, where the sponsorship showcases the product or service. So I am thinking IBM and Wimbledon, Ariel and Championship Whites, SAP and HP in F1.

Can anyone explain what they get out of logo sponsorship?