Panerai is a company based on a military history, and doing quite well with that... I don't see any reason they need to sponsor pro athletes. It has little or nothing to do with the brand, and for them to move that way would be for me a turn-off. I like that Panerai is different than other companies and doesn't do all the same things. Let Panerai be Panerai and leave the cheesy Tiger Woods etc. ad campaigns to others.