I think there is more to it than the halftime, I believe those in attendance also are getting a trading card which if you do some google research those that were made for the Dodgers are going for a pretty penny on EBay.
This so I would imagine it's the same positioning for the upcoming season. So ultimately it can be used as retention as well as a recruiting tool. If there are 15 scholarships it's ~67k each player which is a nice resource to have considering our other NIL resources are subpar.