All the controversy with this company notwithstanding, in what world does it make sense for a yet to turn profit, ed-tech company to sponsor the national cricke

All the controversy with this company notwithstanding, in what world does it make sense for a yet to turn profit, ed-tech company to sponsor the national cricket team, the Fifa world cup and sign on Lionel Messi as the brand ambassador? In the end it's good that the company has gone under, otherwise it would've become a template for startups to follow on how to build a "business".