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I don't know for a fact, but my guess is that owners make money off concessions and parking for an event like this, perhaps? Also as you mentioned it should help sell some signage at the stadium; that's profit for the owner (which Mara didn't figure in.)How exactly will the teams make money off of it? It should help getting a sponsor for the stadium and may sell some additional psls. The NFL and NY city will make a ton of money off of hosting the game in NY. The teams from what I understand don't profit. The host city actually will have to raise $40 million to actually host the game.
Bottom line is the owners are successful businessmen, and successful business people don't go around doing things expecting to make no money or take a loss on the project. They are the ones that spearhead a Super Bowl bid; they're not going to take the time to do that without profiting somehow.
As for selling PSLs, I don't follow the line of reasoning. Remove NYC from the equation for a second. Are more Buc fans going to buy PSLs and tickets to Buc games because Tampa hosts a Super Bowl? Of course not. Same goes for Saints fans, Dolphin fans, etc.
As for the city making money, that's an entirely different situation. Personally I think the economic impact numbers the NFL likes to float are a whole lot of overblown hype. After putting on the event and paying all the expenses, the net effect is about zero. I think the NFL gets those numbers out there in an attempt to get one city to outbid another for the next game. A very small handful may profit (e.g., some hotels and restaurants) but I don't buy the theory the game has a huge economic impact on the host city as a whole.