Adding to Nuze, the cost of entry into tf2 is quite low, especially with the invite price going down. Fees aren't terribly much and there really isn't a need to worry about travel costs, you're likely just covering a seasons ESEA fees, and maybe a server. Very cheap and does 2 things:
1. Gets your name out there (at least in the comp tf2 following) which starts a fan base. For example I'm a liquid CS fan, and when I started watching Dota for TI, they were the team I cheered for solely because of their CS team. Or even closer to home, after i58, when I started casting CS and saw Crowns had a CS team, I started rooting for them if they were in tournaments I was involved in.
2. Starts to give new orgs a track record. As long as there is no negative publicity from the tf2 team, they start to build their reputation as an org. As that grows they can venture into more main stream esports.
TL;DR it's a low cost investment to both build your brands reputation and build a fan base.