It's called reinforcing negative behavior.
Hey, if people want to continue to give their hard earned money, or devote their valuable time to a sports team that sucks, and isn't making every effort they can to improve, have at it! Just don't be surprised when that team continues to suck... And don't come out and claim to somehow be a better fan because of it.
There are actually studies out there in regards to the psychology of a sports fan, and the various methods teams employ to increase psychological commitment, attitudinal loyalty, and behavioral loyalty... That you are somehow a "better fan" for sticking with a loser is exactly what the team wants you to think.
You think the players do these fan events with their very limited free time during the season because they want to?