Sportsbooks usually have to do drastical stuff to get more attention, its not like selling apples and make money, they are going against a ton of competition and they are already in a legally gray area (just to give an example, everything is legal in sportsbet.io yet they still can't allow USA players, its just the law) so doing as much marketing as possible is really the only way, if you stop doing anything than you will start losing customers to places that does big marketing. Mia Khalifa could be a weird choice for a sportsbook I would agree with that but aren't we talking about it?

It means marketing worked, they might be not getting that much new players because of it but at least they are not losing any thanks to it, which is the whole point if you ask me.