Great post. I'm really at a loss to understand how the PL can hope to use a simple database to regulate sponsorship values.
A company that's less well known in Western Europe (or other regions) and wants to build brand awareness in those regions, will presumably be happy to pay more for that than a company with a existing presence. And if it's a B2C brand, the sponsorship will potentially have more of an impact than if it's a brand like United's last 2 sponsors, Team Viewer or Qualcomm.
I could potentially understand Team Viewer, who are primarily a B2B brand, trying to build brand awareness but what's in it for Qualcomm?
But I'm not sure I share your confidence that a government regulator could do a better job.
You see a lot of products these days, which highlight the Qualcomm/Snapdragon chips.
It's probably similar to Intel - most of us would have bought things with Intel chips inside, rather than buying the chip direct, but it still became a brand that "sold" PCs and laptops to consumers. Laptop and mobile manufacturers will highlight that they're using the latest or next gen Qualcomm chips as one of the main features.