The goal is to expand the audience. That is the reason for a lot of the otherwise baffling decisions they make.
The evolution of the commercials played during the game reflect this as well, it is less a matter of trying to sell things to football fans, and more to show what kind, compassionate souls they are. Granted, anyone who thinks about the matter realizes that these are just cynical marketing ploys, but the gamble is that since they are the only game in town it will not matter.
Fun fact, straight males are widely considered the least profitable group to market towards, but are also the group that is the most interested in professional sports. Is it a surprise that other groups would be a bigger focus when so much money is on the line?