That's not the only business decision in play. ESPN's continued coverage of the guy and the situation is very much a business decision as well.
ESPN is facing a very desperate business situation of their own. We discuss the cord-cutting topic here continuously because it's a matter that continues to develop, with new methods of delivery, new pricing, new outlets and more options, and every single facet of that is bad for the business model ESPN is mired into. They're teed up to lose the everliving **** out of a lot of money. Already they're sliding swiftly down the side of a mountain that grows ever steeper.
Exactly the way cable news (and I'm not going political here) is programmed to incite because their revenue is ratings-based, ESPN helps their own cause by stirring the pot. Kaepernick is just one of their wooden spoons, one they're loathe to let go. As long as you specifically love him OR hate him, you're sloshing up the side of the pot and tuning in either way.