https://www.inc.com/bill-murphy-jr/how-costco-turns-loss-leaders-into-an-art-form-and-why-your-business-might-want-to-copy-them/91270572
It’s a loss leader and as another poster astutely pointed out, Falcons do it to get peeps in the stadium so they can spend more on other higher % items like merch.
To your point, Buffalo can and definitely should do it!
At least NYS is only the 2nd highest NFL franchise state for income tax! We have that going for us.