Why not IT companies sponsor athelets ?

I was just watching 2008 Olympics live yesterday. China and US compete each other in every category. Why not we ?

We cannot expect a like Chinese dedicated sports schools or a huge funding, purchasing power and infrastructure like US. We need support from private/public companies to encourage sports. We do have banks and other public sector companies like Indian Railways encourage sports by providing honour jobs. Why not money rich Indian IT companies sponsor some athelets ?

I think the main reason would be no direct Return on Investment as other Corporate Social Responsibility activities which helps to project as a socially responsible company to get projects and awards like Golden peacock from president.

But when the IT companies saving hundreds of crores in name of SEZs, they can contribute some amount of it for sports by sponsoring some athletes. We should give back to the country and community from which all the money came from. Dont expect immediate return for each investment. Let us sow the seeds and water it. The future genaration will enjoy the shadow (Dialogue from the great movie Thevar magan)

Thoughts ?