And there are some allocations for small business, but these are meted out in a very controlled environment and in a way that mitigates criticism, a cover for allegations that this is all top-down.
Most of these small businesses are known, widely profiled, and not exactly mom-n-pops.
JP is a broadcasting fullback: dependable and steady. He'll get you the audial equivalent of 4 yards up the middle every time. If it's an NWSL match in front of 5,000 fans or the World Cup, he'll call it the same way. I'm used to it, but I understand how it may seem off at this excitable World Cup.
By the way it's not to say these aren't great businesses that shouldn't be celebrated. They're not the issue: it's the highly structured, stratified nature of this mass event whose primary purpose is to provide revenue to any brand that's not covered up by electrical tape that's the issue.