You would have to ask Mike Genova, and It's not an issue of how much it makes, it's a matter of good business sense. I seriously doubt Genova's going to throw millions into becoming a title sponsor of a top tier motocross team in this economy, the return on investment needs to make business sense.
You do realize that people with money throw perfectly good money at sporting ventures and teams all the time that they know upfront; lose money, will lose money, or have no hopes of making money, all in the love of being around athletes, having notoriety, and owning a team is a hobby to them. The NFL is full of them, Paul Allen for example, so is the NBA, and the English Premier League. It's what a lot of rich people do to have a hobby job outside their regular "9 to 5" day to day CEO functions of actual money making business. The Portland Trailblazers and the Rose Garden hemorrhage money, yet Paul Allen shows up at almost every game and buys whatever players he wants....even takes guys like Greg Oden over Kevin Durant but that's a different story for another day.