Fandom in Europe skews more proletarian than it does in la anglophonie so you see more proletarian sponsors like lotteries, home improvement (Quick-Step, Hansgrohe), payday lenders (Cofidis), utilities (Movistar, Direct Énergie), or housewares (BORA) for European teams.
Contrast that with Mitchelton (wine), Drapac (money laundering real estate investment), Sky (pay-TV), and bike companies for the Anglosphere.
Personally I don't care for lotteries being able to advertise at all, let alone in the sport, but if Cofidis and the Kingdom of Bahrain can sponsor in the sport without issue I know that's wishful thinking.