why are they advertising?

on tv tonight one show was being sponsored by Herron.

It was being advertised and promoted as an Australian company.

If Aspen are going to be buying Herron as part of its acquisition, why would Sigma be bothering with:
a) continuing to promote that part of its business in prefernce to another part that could be promoted in its place;
b) focusing on a fact that is going to change i.e. it is not going to be Aust. owned soon.

Management need to take control of costs and be accountable for how money is spent.