Checked it, apparently it's the exclusivity OEM deal that's behind it all, so clearly not the same as in motorsport.
https://www.pinkbike.com/news/from-the-top-ohlins-racing-ceo-henrik-joh… "What is your approach to sponsorship? I had heard you don’t sponsor teams or riders in terms of money or product? We never sponsor anything I would say… Apart from maybe a charity. For our race teams, our racing partners, they would always pay the cost for the product and service they like to use. Then it’s not a profitable business, but we try to get back our cost. The idea is to have a plus and minus zero...