Bear in mind that this is essentially a company modifying its connection with another company. Businesses sponsor media programs based on the expectation that it will promote their brand name in a positive way and help increase their market share; they have no other interest in programming content. If these aims cannot be achieved, or if these aims are undermined, by sponsoring any particular program, yes, it does not require great pressure to force them to withdraw their sponsorship.
The basic operating principle here is applicable on a larger scale; no company is willing to discard the primary purpose of its existence (profit) for any reason. If this primary purpose is jeopardized by any corporate policy, whether it is sponsoring a TV program, or sponsoring a dictator, the managers of the corporation are legally obligated to abandon that policy.