What does a sports franchise gain from winning a championship?

do they get money/more business or something that boosts their profits??? cause every time a team wins a championship they spend lots of money... first they spend lots of money getting good players and staff, then after the championship they spend millions on the parades and parties and then more money on miscellaneous stuff.. so my question is why are they spending so much money? its like they hit a jackpot or something lol..