I agree, imagine this... it's match day, a group of footy fans are at the match, pint in hand, throwing stones at klopp or what not. DXC banner comes up on advert board.
First off, 99.99% of the crowd will think, never heard of them! The 0.1% will be the people who work for DXC and won the ticket raffle for the game.
what % of people then go on to Google DXC!? And when they do, they will be like.. "I still don't understand what they do". Possibly a small percent might work in a similar industry and will be slightly more curious.
Meanwhile, thousands of TV sets accross the globe are tuned into the footage, 100s sat on laptops illegally streaming. The banner comes up, pretty much everyone will read it.. think never heard of em, then carry on eating their snacks and cheer on the away team.
Finally, it's bed time, the other half has gone up to bed, leaving the other half, kids and student mates tuned into the highlights, joking away mocking ten haag, the banner comes up... no one bats an eyelid as they are more invested in the ball flinging wide of the net.
Seriously, who thinks this sponsorship deal is worth the €£¥₩$ they paid for it!