More games = more revenue.
This is why the pro leagues have this division championship, then that conference championship, then a playoff series. There are wild card games and play in games and all kinds of ways to get more games in the mix.
This is why there's a March Madness, a looooooong World Cup process, some kind of "in season tournament" in the NBA now, and on and on.
More games = more revenue. We have 12 games, we'll have 16 and we'll watch and hope UT is playing in all of them in all sports. Hoping.