At (Your Name Here) Arena, Money Talks

Still, the notion of public companies spending millions on such endeavors rankles Nell Minow, editor of the Corporate Library, an independent research firm that specializes in corporate governance. She wonders about shareholder returns from these deals.
'Are they about pride?' she said. 'Ego? Are they about schmoozing or returning value to shareholders? I'm not sure that brand recognition, unassociated with the product or service you sell, is valuable. If Nike wanted to do it, I could see it, but why a bank would do it is beyond me.'

Definitely ego.