[Contest] Super Bowl Betting

how are the cowboys making money? the nfl owns all the tickets, the vendors that run the concessions will make a ton, the city of arlington will get paid because they own the stadium...what am I missing here?
 
iirc, the cowboys owner and the new york yankee's owner own all of the concessions and merchandising stuff.


like they started their own little side concessions stand/merchandising company instead of farming it all out.