Promotion can drive incremental ticket sales or concession or merchandise sales. Getting promotion can turn into more value. And if the NBA feels they need that help, every park district in America does too. Basically people know about the parks but sponsors can drive people to park programs or events and increase concessions, incremental park registrations or event attendance. It's no skin off the taxpayer's back.
People are always responsive to that if it's something meaningful.
By not selling one event at a time and instead tying in sales rights as well as some of the jewels like major events. For the park districts, they must still go through the RFP process for the products that are sold through park district concessions. All things being equal in price and quality, you can integrate sales rights with sponsorship. Another way is instead of selling one event at a time, offer year-round access to park district events and programs or a combination of things. This way the audience can be reached year-round.