Nice observation. I read the story a few times, and it comes across as lazy journalism. No facts, no perspective, no context. Only one-sided quotes without a hint of perspective from the other side (not even "the Bills were not available to comment). Sounds like a straw man argument to me.
I don't know who else ponies up for these broadcasts, but aren't there other marks to hit up? I know Buffalo is not a hotbed of corporate HQs, but it does have a few good-sized companies: Rich Products, Delaware North, New Era, the Buffalo News (owned by a certain billionaire named Warren Buffett). Do any of the school districts involved kick in for the broadcasts? The writer notes that two of the people involved in the broadcasts work for UPS. Did they ever bother bother to hit up UPS? We'll never know because the writer chose not to offer any facts to let us make our own decision.
The writer does say that the operation is "largely a one-man-band" situation. If that's the case, can the costs be so great? We don't know because we're never told what the budget is or what operating expenses are. Nor can I tell if the broadcasts are popular. If they were, wouldn't there be a market for advertisersto help pick up the tab? Or is listenership so low that the station's ad salesmen can't find anyone to pay for an ad. Again, we'll never know.
Why are no other "sponsors" quoted lamenting the loss of a major patron? Could it be there are no other sponsors? Again, we don't know.
So to pin this situation on the Bills sounds a bit disengenuous to me.