There will be no meaningful sponsorship for chess until you can get more than the players to show up at tournaments. Unlike sports, chess has very few logical links to products.
In the 90's Intel and IBM both dabbled in chess activities but their products no longer have a natural connection to the "geeky" chess world. Meanwhile Nike, Gatorade etc.. pony up big bucks because of their natural connection to sports.
If anything, Scholastic chess is the best bet for sponsorship because they have a captive audience, the parents.
Another question I have is how valuable are raw games really for amateurs? I study some tacticts, endgames, and the general opening ideas. A few well annotated games are good enough, it's not like I need to get a novelty or plan for any given opponent. It seems like chess pros get the most benefit from each other's games do they not? Or is this more a beef with Chessbase being able to make money?