One, there's a distinction between the sponsors, and management/ ownership; i.e. Tailwind Sports owns Radioshack. So conceivably you can punish Bruyneel, and the Tailwind Owners, while leaving Radio Shack free to sponsor their successors. (and just using RadioShack, Bruyneel and Tailwind as an illustration, not making an allegation)

Two, to the extent it would drive away sponsors, it becomes the ultimate hammer; real consequences to the people in control that could actually alter behavior.