I think like you say name recognition is much stronger/tighter bound than in football. Scope is somewhat smaller, though, and Gewiss is another that is mostly B2B and it sometimes feels like it's advertisment through prestige rather than brand awareness, if that makes sense.Honestly, Fassa Bortolo and Liquigas still benefit from the name recognition nowadays. Does anyone care that Atalanta's stadium is the Gewiss stadium and that they are their back sponsor?
Mapei is a bit different as I think everyone in Italy connects Mapei to Sassuolo. They basically created the club's sporting success and brought it to Serie A, and they've been much much heavily involved in a sponsor as they are also the owner of the club (so much more of a long term investment should buyers ever come knocking). Kind of a Berlusconi-Milan/UAE-City situation, just more pleasant.