A sponsorship that fits like a glove

What sport sponsorships do well?  The ones that make sense.  The ones where there is congruity between the sponsor/product (think Pirelli tires and F1 racing), and where the ad fits with its delivery so that it sticks in the mind of the consumer.

Background

• For non-soccer fans:
  • Soccer is a game played to 90 minutes, but usually a few minutes are added on (due to injuries, etc).  To announce the amount of "Extra Time" added, an official holds up a lightboard with the number of additional minutes (aka "stoppage time").
• For non-followers of the prophylactic market:
  
  • The Durex Performa is a condom that desensitizes to help the man last longer.

With that in mind, gaze upon a perfect example of sponsorship fit:

HT: Deadspin via The Spoiler via Sport Wereld