I want to say the tendency is to blow the money on the players, team managers, etc. It's a reward for the long slug of the season.
The bigger bowls, with the bigger payouts, maybe there is some return, but I'm not sure. But I do know that their is money provided for players families (for travel), and the players get gifts (ipads, etc.) for those higher tier games.
So, maybe at the end of the day, there really isn't much net income from these events. But it does provide for good exposures, especially for games played closer to January 1.