It’s a lot like dating.

You start with a common interest. Like golf. Then you invite them to party on your super-yacht. Before you know it you’ll be taking limousines to all the same $10,000 per plate charity events together and showering their non-profit-campaign-fund in ‘gifts’.

The thing is that owning a stadium is not a for profit enterprise in Switzerland as it may be the case in other countries. The investors that won the contract to build and maintain the stadium are not expected to make any money with it. Also the land that they get for housing is not free but it gets sold to them at lower than market prices (I got that wrong in my earlier comment).