I think that it's not them (SportyCo) who wanted to make new ICO. Avai FC wanted it and SportyCo just helped them make it reality. They have knowledge and I think they used AVAIs ICO well on their platform. There was a special bonus if you bought tokens with SPF. So they used it to promote SPF, if AVAI ICO will end successfully then this will be good advertisement. Most important thing is that it won't influence development of core vision - platform.