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To begin with, anime productions is headed by a Production Committee, not by the studio doing the animation. The Production Committee is a group formed by different companies. Generally, there's a publishing house if the project is an adaptation (Kadokawa, Shueisha, etc), a toy maker (Bandai, Takara Tomy, etc) a music production company (Pony Canyon, Sony, etc) and others. They aren't just "sponsors." They actually control the whole thing. Usually, they start the project. They pull together the funds and contract an studio to do the animation. The studio might be added to the Committee but has very little sway in it.
Needless to say, the ones choosing the artists who's gonna do the opening and ending is the Committee, not the studio. They choose artists that already signed to the music production company that is part of the Committee. And they choose based on what's the best business decision for them, as you would expect.
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