Those are two different senses of "sponsor". Ryan Shafer, for instance, has a sponsor who covers some (or all) of his expenses and Ryan shares his winnings with him. I've heard of several pros who sell shares of "stock" in themselves to their sponsors and winnings are divided amongst the "stockholders" like with any company. The bowler does not represent these sponsors, really.
Ryan Shafer also has a ball contract with Storm. I don't know the details of his contract, but I would assume he gets some sort of salary that would help cover his expenses, as well as equipment. He represents Storm by way of his fan interaction and showcasing their equipment. Storm has a ball rep that follows the tour, Chris Schlemer, I believe. Brunswick has Ric Benoit, I think. They're coaches, reps, they do the things your pro shop would normally do as far as advising.
SH
