Same as it always is, sell merchandise, sell tickets, sell concessions but most importantly sell advertisements. What sort of business model accepts the failure of 30 of 31 participants every year? That's what you get if you define winning the Cup as success. So you can't actually view any sports league in that manner. Why else are we having sports during a pandemic? It's not for the fans, it's for the owners bottom line and absolutely to make sure that the fans don't suddenly realize we don't need pro-sports leagues. So go ahead, taunt the fans of teams that lose, because the billionaires that are selling you that story sure didn't.