sponsorships and buying endorsements

BB and Rip Curl never disclose their marketing, sponsorship and buying endorsements spend. Quiksilver hide it but disclose it in the middle pages
of their 250 odd page annual report. Quiksilver spend about $112 million on sponsorship, endorsements and advertising. Buying stars seems to be about $30 million in the first year tapering back to about $20 million over the next five or so years. The balance is not defined but it is still big dollars and whilst all players suggest it is absolutely vital to do what they have been doing for the past 30 odd years and keep,up,with the sponsorships abd endorsements is it the best bang for their bucks.
I would have to guess BB spends about $50 million a year which is about 5% of turnover like QS. It is hard to see what other advertising BB does here in Australia besides these event sponsorships and star endorsements.
Whilst BB still holds good market shares in sales per door the aim is to sell merchandise and grow those sales. Some people suggest the brand and all group brands have lost their credibility over time What is BB and its stable of brands, where does it sit, who are its customer targets. Has it become a mass merchandise brand and lost its overall credibility and customer support.. My guess is the brains trust dont really know and have not asked in a very long time. Would it be suicide to drop all sponsorships and endorsements and launch a massive rebranding blitz spending half of whatvthey now spend. Is it better to encourage the kids coming up through the ranks rather than the stars that everyone knows anyway. Would that not generate street cred and an increase in brand awareness and support.
The three big boys seem to endorse every adventure sport, surfing, skating, snowboarding, diving, for the competitive side of the business.
Doesnt the average joe just want to go for a surf in comfortable clothes, have a skate, roller blade, snowboard do they really care about how much these companies spend on sponsorships and endorsements.
Shoot me down in flames by all means and I will slink away tail between my legs admitting I made a really wrong call but convince me first.