IDK who really has the answer to this rather, let's just say, astounding, business model. The premise is quite remarkable, with the sustainability, etc. being very unpredictable.
Imagine being a multi-million dollar business where you, rather incredulously, get your customers (fans, businesses, etc.) to 'buy in' to paying for your employee's raises, promotions, cost of doing business, etc. Mind you, this is in addition to your aforementioned customers buying your main product, etc. And, also contributing to your revenue stream by purchasing novelties, memorabilia, concessions, parking, etc., etc. Moreover, and perhaps the most, let's just say, fascinating, is you get to keep 100% of it for yourself, no dividends, or the like to worry/paying out whatsoever. Now, that's quite the business model.