The tickets are paid for, so Molson doesn't care whether it's Jon or someone else in the seat. If Jon doesn't use his tickets, then there's somewhat of a hit at the concession stands and merch stores. The real impact comes when/if the waiting list for season tickets dries up and seats remain unsold. Pretty sure that hasn't happened yet, but they must be noticing a downward trend in people lining up to buy their product.