Two Faced Brand Identities

I find it quite irratating that brands use a specific lifestyle (extreme sports, conservation) for their advertising and marketing, but refuse to support the people or organizations involved. Rather they then look at high impact sponsorship opportunities (golf, rugby, soccer, cricket, cycling). Yes we all know it's about the "bang for buck" but then don't lie to the consumer.

Is that not false advertising?

Is this not Two Faced Marketing?

I think so.