Like I said, for some things fair enough sponsorship can raise awareness. For other things I think people generally know a particular company so well that it makes no difference. Maybe some people who live under rocks might no have heard about them before, but enough to justify the millions spent? Who knows. And obviously you need to know about a company to use it, but just knowing about it doesn't necessarily mean I'm going to use it. I'm gonna go for the cheapest/most effective. Whether they sponsor my team or not absolutely no bearing.
As for 20 other airlines, let's do this..
British Airlines
Delta Airlines
Continental Airlines
Air America
Lufthansa
Aer Lingus
Egypt Air
Singapore Airlines
Turkish Airlines
Air France
BMI
Swiss Air
Qantas
Kenya Airlines
Germanwings
Malaysian Airlines
United Airlines
Eitihad
Qatar Airlines
Emirates
In fairness, most of those I know because I flew with them or, unfortunately, due to accidents involving said airline. Only two of which I would say I know due to sponsorship (Eitihad and Emirates).