Football (NFL/NCAA) is BY FAR the biggest ratings deal on tv these days. So it’s understandable they expect to be the big hog at the $$ trough.
It’s just smart business really. They know cities will offer “incentives” to host the SB, no reason not to get as much “incentive” as possible. Really it’s no different than when Toyota is “considering” where to put a new factory. Just because you’re making more than your 2 nearest competitors combined is no reason to leave money on the table.