Red Bull spends approximately 30% of it's total budget every year on marketing, and from out of that they pay for their F1 teams, soccer, extreme sports, etc. It's literally just an opex for marketing from an accounting perspective.
So whats the value of RBNY relative to a 15 year marketing campaign in the NYC metro area? I dunno, but prolly not too bad.
Then on top of that, there's prolly some hope we're a long term investment if MLS ever becomes a top league or is at least bigger than it currently is. They can't buy their way into the EPL, but maybe MLS will be as big in 50 years, who knows. But for them, thats just the potential cherry on top as they are getting decent value from us as a marketing mechanism.