I don't think anyone in professional sports - be they players, executives, owners, etc. - would get into their line of work without possessing some intrinsic desire to be the best. I certainly can't imagine any of them feeling disincentivized by seeing sell-out crowds. The Red Sox yearly attendance is always around 3 million, even when their team has been a dysfunctional mess. Clearly, their incentive to get better had nothing to do with crowd sizes. The Packers have had stretches where they were pretty bad (zero playoff appearances from 1983-1992), yet they've never had trouble selling out games - and they still built a Super Bowl winner with Holmgren, Favre, Butler, White, etc. The sell-outs didn't disincentivize them from developing a championship-caliber team. And if not showing up does indeed encourage change, the Rays never got that particular memo.