OfCom: Sponsoring TV Channels

As of today OfCom will now consider the sponsorship of TV channels.  What sort of brand would be willing to sponsor a TV channel?  More to the point what channel would be willing to have their 'brand' usurped by another, especially one that could up and leave after 12 months?  Of the terrstrial channels I would guess only Channel 5 is  really  open to  this kind of sponsorpship but there must be shed loads desperate for cash in the outer reaches of the EPG where actually sponsorship could raise the profile of the channel...