This seems to get universally condemned, and lots of people argue that it's wrong to say "I'm sorry you're offended." But what are the alternatives? I suppose they could have said that they were deliberately sexist and hoped to hurt people's feelings, or something. I'm not sure. What--aside from groveling--do people want when they aren't satisfied with that kind of apology? It's scarily reminiscent of the way cults and authoritarian regimes function: it's not enough to confess a mistake. You have to confess your malice, too. (I wish I had some examples that weren't so fraught, but that's all I can think of: The Gulag Archipelago, various ex-Scientology memoirs, and lots of interactions with political correctness.)
For what it's worth, I agree that the copy was lame, and the sponsors were right to disassociate themselves. I'm just not sure it's a mortal sin to make a tacky joke and then apologize.