From Bleacher Nation:
"But the much larger benefit is the enormous profit the Dodgers are making via sponsorship and marketing opportunities. Two Asian airlines alone sponsor the Dodgers, the LA Times reported. Word is, the club’s profit is actually many times the cost to them of Ohtani’s record contract."
I don't think Ohtani was ever going to play anywhere but LA, but this was always going to be the obvious outcome of his contract: wherever he signed, his new team stood to reap enormous financial benefit from sponsorships, ticket sales, and global fan engagement.
Soto doesn't bring Japanese airline sponsorships with him, but the effect will be similar to whatever team signs him: whoever wins the Soto sweepstakes will see a significant portion of his contract covered on 2ndary effects, to say nothing of his performance on the field.
We're not going to sign him, but any Cubs front office official talking about smart spending or lux tax or anything else like that as a reason for not signing Soto is lying through their teeth and insulting your intelligence.
They're not going to sign Soto because winning is not Ricketts' primary goal.