BMC's deep pockets

[torquer]

Last year they signed Evans and Ballan.
This year, Thor and (today's headline) Phillippe Gilbert.
I'll let others comment on the potential for soap opera ego conflicts, but I want to know who's coming up with this payroll? BMC is a third-tier brand over here, but is it a bigger player in Europe? I know they have the same owner as former ProTour team sponsor Phonak, but that association may be seen as damaged goods (thanks again, Floyd!)
So is there another sponsor on the immediate horizon? Or are these signings loss-leader investments, with anticipated results next season opening the door for other sponsors?