Agreed. As a graduate, I have personally witnessed many of those "choke" jobs. However, they are recognized across the entire state by everyone and across the region and country by many. They are #1 in the state in football wins, #1 in the state in baseball wins, and #1 in the state & COUNTRY in basketball wins, including more than any other college. I would venture to say that over time they have earned everything they have received and will receive.
You guys have to realize though that signing a sponsorship deal is not so much about what you have done to earn it or not necessarily how many championships you win, but how well you can sell the stuff. With millions of dollars passing through the DB athletics office each year, I believe, as apparently do Nike & Adidas, that they could easily sell their products.