Sporting events on the moon have the potential to be profitable, because of the scale of media.

We've got plenty of everything on Earth, but maybe it's more fun to play basketball in moon caverns? I can see billionaires paying to go dirtbiking on the surface, but that's not really so sustainable a market. Moonfruits could grow to enormous sizes and make tourists happy. But that's not an export product.

Tourism and sports. Makes sense in a post scarcity economy.