The reason it is so expensive is the fact that the PBA is banking on the companies making money off their name being available. It's the advertising idea. If someone uses something at a tournament, and someone else sees it and likes it, that person may go get one. The company draws income off their products being used. The PBA probably estimates the amount of money a company can pull off of use of products on their tours for the entire year and makes that the fee.
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"For the money, for the glory, for the fun. Mostly for the money."
-Smokey and the Bandit