I suspect it hurts their bottom line.

If anything it's clear that there's a certain bunch of people who will consider anything other than enthusiastic support as "hate" and they feel justified doing basically anything towards those people they see as hateful. Also like it or not the "pride flag" has essentially become a political statement in support of the Democratic party. Now they'll claim it's not and that it's a human rights issue, but then ask them which party is supporting "human rights" and the partisan nature of the issue quickly will become apparent.

Opinions on the politics of it aside, it seems foolishly shortsighted for any business interested in maintaining an appeal to the mass market to participate in this culture war type stuff. They're going to invite drama and essentially alienate about half of their potential customer base over time as it invariably will progress towards the extremes. You may be having a very vocal minority throwing their absolute praise and support towards these pride nights but they are by and large political zealots who care more about the message than the sport. They're not going to stick around, hell they're likely to turn on you when you misstep somewhere and fail to meet their expectations. All the while you're essentially going to be alienating anyone who is opposite of that political persuasion who will organize boycotts. Well that leaves the normal sports fans, probably your most profitable customers stuck in the middle. Who will if they are annoyed with the focus away from the sport itself, may simple seek out alternative entertainment options. Or who may find themselves in a social group where it's no longer possible to show public interest in the sport without opening themselves up to alienation or personal attacks by the zealots which will almost certainly have a negative effect on merchandising sales long term after the initial boost given by the zealots dies down.