I am a little disappointed with the Eastern Canadian sponsor like Bell. Telus would have been better. How about a world brand like Blackberry (Canadian) or EA Sports (strong Burnaby presence). Why not go all out and get Apple to rival Microsoft in Seattle?
All I'll say here is $$$ talks. None of us know what went on behind closed doors, and at the end of the day, the sponsor that kicks in the best overall offering will win the day. Who knows if those other firms were even in the running, or even interested.
Remember what Bell did w/ their Olympic advertizing? They are heavily involved in sports, and cross promote like crazy. This has to be attractive as a "new" brand to the markets, which the new WFC essentially is.