For me, the problem around the sponsorship is all about value. Yes, we could most likely have a sponsor in place, but for a much lower fee than we would really like. The issue there is once you accept a smaller fee, that sets the value for future sponsorships. a bit like 'Well around transfer fees and sponsorships, clubs know we will accept lower amounts than others now, so go in with lower offers.
Anyway, the gamble has been made in that Doncaster has most likely held out trying to get a higher amount, but it hasn't come. You may say, a lower sponsorship is better than none, but in the long run, it may not be for the best.