Cities have to spend money for the chance to earn money.
According to MarketWatch, the city of San Francisco had to make big sacrifices just to be considered for Super Bowl 50, including having its NFL team, the 49ers, leave San Francisco itself for nearby Santa Clara, where taxpayers were more receptive to spending nine figures toward a new stadium. The city's stadium authority spent nearly $1 billion, which it hopes to reclaim through stadium naming rights.
San Francisco was not alone. Cities such as Glendale, Ariz., Minneapolis and East Rutherford, N.J., all reportedly spent small fortunes on things like transportation, public safety, rebates to the NFL and the obligation to play a "home" game the following year in London.