If I ran a cricket company, I would not give sponsorship at all to anyone. What a complete waste of a small business's money. Sure you can give discounts, particularly for customers who are returning - but sponsorship your having a laugh. People will be more influenced by all people on TV, than a little Johnny who plays for his club. I played junior state levels with guys now playing FC Cricket and was never influenced by any of there gear in juniors.
If I ran a bat company, I would only give sponsorship on a few conditions. The first would be id make sure the person signed a legally binding contract that they had to use this gear only. And that the batmaker has the right to withdraw from the 'sponsorship' at any time.
Also for anyone who claims they will sell you more bats then id tell them to put there money where there mouth is. Get them to pay full price now and If they can sell you 'X' amount of bats, then give them there money, or a large portion of it back later on.