I believe they've fallen into a hipsteresque ideology of we discovered all these neat things you rubes are unaware of.
When the reality is, many of their viewers have many varied interests, only one of which is sports.
And they will go to the source that gives them sports when they seek sports.
And they will go to the source that gives them poetry when they seek poetry.
And they will go to the source that gives them performance art when they seek performance art.
And they will go to the source that gives them sociopolitical ideology when they seek sociopolitical ideology.
But the won't go to the source that gives them radical poetry performance art when they seek sports.
http://www.espn.com/espnw/voices/article/19201723/five-poets-new-feminism
I believe it is possible they feel they are helping broaden the minds of the unwashed sports fan when they do this.