But if a team is good enough to compete (and compete well, apparently) in the Europa League, wouldn't they like to have a team name a little more inspiring than, er, die Holzpellets? The sponsor could still be the same no doubt worthy local company, but the team might like to be called something a little more inspiring and internationally understandable. (The Woodworms? The Pine Cones? The Sawdust? The Lumberjacks?)
But the point of sponsorship, the way it's practiced across much of Europe, is to have the full, unaltered name of the company in the name of the league, team, venue, stadium or whatever else they are sponsoring. This gives us such lovely names as "Allianz Arena München", FC Red Bull Salzurg, tipico-Bundesliga and, yes, RZ Pellets WAC. There are countless other examples.
I don't think anybody was concerned with international appeal, or even aware that that might be an issue. It's happened to much bigger companies.