The other point he brought up was that no business would ever invest in a quarterback just to make sure the Super Bowl was a better show. OK, OK, I get it. It was a hyperbole to make a point that advertising on the big game makes even less sense if you don't know the quality of the content your product will be next to.
...Ted Turner did exactly that. He built an empire around two assets: CNN and the Atlanta Braves. Think about it. A TV station (the so-called "superstation"), a stadium and a whole bunch of other properties were designed to showcase the Braves. And you can be damned sure that one of the reasons the Braves won so many NL East titles was because Turner invested in the content, namely the coaches and players on the team.
So what if they didn't win as many World Series titles as they should have. They gave the Bombers a nice run in 1996 and 1999, though.