Sponsorship of RTE's Cheltenham coverage

Is there anyone out here who is surprised of Betfair’s sponsorship of RTE’s Cheltenham coverage? Could RTE not run the Cheltenham coverage themselves? Lets look and examine the ‘cost’ to RTE of Cheltenham coverage. They probably take a feed from a UK Channel (Racing UK?) as I heard only English accents during the race commentaries and pay a fee to that UK channel. Then the fee for Tracey Piggot and the other guy Brian and hey presto you’ve Cheltenham coverage. Right, we’ ll attempt to add in a few costs; the royalty money to Coldplay’s copyright holder  for the zippy sig tune. Betfair get an advert, during breaks, the advert’s not even made by RTE, that advert was more than likely made by an ad agency in London so RTE didn’t even have bear the cost of making an advert for the sponsor; the ad agency would ship over the tape to Donnybrook. So allowing for some other miscellaneous costs, the main costs are only the fees for Ms Piggot and Brian plus the fee to whoever, Racing UK I think. Doubtless the station’s ad salespersons were flogging the advert breaks this past while as an attractive proposition  – hence I’d guess RTE probably profit from this enterprise and simply are handed money by Betfair.
Ok, the betting exchange gains out of it; they get advertising and presumably it helps to brand and to ‘locate’ the brand name. A brand and enterprise which, let me add, has benefitted sport plus the gambling game. I gather there’s some pressure coming to bear on Betfair to put some bobs back into the sports they most benefit from; especially racing. This brings me to what Betfair could probably better spend the money on instead of handing money to RTE. Become a big chase or hurdle sponsor at Aintree and Cheltenham?  Or on the flat, Ascot or Epsom and in doing so assist the game which is suffering from a dearth of funding and sponsorship. Then the company  name and brand and logo appears on race programmes plus on banner advertising at the track; it would be better advertising and more effective in my opinion, plus benefitting the racing game; the money goes into the racing game.
I’d question the simple handing of money to an already well-subsidized broadcaster instead of putting the same money back into the racing business.
How about it Betfair?
BTW: I thought the commentary on that channel for the Champion Hurdle was only woeful. Are the days of good racing TV commentaries gone?  The guy didn’t appear to know what horse had fallen.