Might be wrong, but it kinda looked like that was what was going on, just from some of the numbers floating around, and seeing that was the first time esports-as-an-industry made any sense to me at all, as far as how the economics might work out.
No more than live sports are advertising for sports equipment. The real money in sporting events is in the events themselves: advertising dollars, gate receipts, and merchandise. Esports isn't terribly different, except that the gate receipts and merch sales are much lower. The revenue of the game itself is secondary, especially since the publisher rarely plays a major role.
League of Legends makes multiple billions of dollars a year, not from esport receipts, but from people buying content in the game. The NFL doesn't make a dime when you play football in your backyard.