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Let me see if I can make sense of this.

Advertisers will pay vast amounts of money to a racing team to have their Brand/Logo placed on the racing car. They reckon the exposure to onlookers will encourage sales and improve their own profitability.
OK, that seems a simple principle.

If a model car manufacturer wants to place the same Brand/Logo on a model car, the same advertiser not only thinks they should not pay the model car maker for the advertising but that, conversely (perversely), the model car maker should pay the advertiser as well.

Is it me or does anyone else find this just a tiny bit incongruous, contradictory and impossible to reconcile?

Is the next move for advertisers to charge publishers for the privilege of reproducing their Brand/Logos in the publishers' magazine?
Is the world completely loopy?
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