I have absolutely zero knowledge of the contract, so my next...

I have absolutely zero knowledge of the contract, so my next statement is pure speculation based purely on my experience tendering in other industries.

Given that winning the stadium deal was a competitive tender, and GRB really wanted to win in order to get the amazing brand recognition that it brings, there may be a revenue split with the venue where the venue gets all the profit. That way they know going it that it is cost/profit neutral for GRB.

So if they sell a beer for $8.50 and it costs GRB $3 all in (random guess) for each beer they pour, the venue would get the other $5.50 Or there could be lump sums based around certain volume being sold. The venue is definitely going to be making money out of it one way or the other.

I actually think it is a pretty shrewd deal by GRB management to do whatever it took to win this stadium deal. The brand awareness they are generating is golden.