The company sponsors EF. That isn't logically equivalent to EF sponsoring the company. Company x pays to advertise on EF. Company x advertises on EF. That's all there is to it. Elite Fitness is not otherwise affiliated with the company. (I seem to recall rumors of the company being linked with Anthony Roberts and the owner of the site steroids.com. I do not know if there is any truth whatsoever behind these rumors I've overheard. They're just another supplement company as far as I care.)
HTH.