These are people who are interested in sports psychology. They need people to come in and watch live sporting events, and the more entertaining they can make it for their patrons, the better.
Live sports have been found to be more interesting when there are games that have specific time limits. The time limits in sports help to keep a sense of urgency that is simply not present in an untimed sporting event. Though they are not directly involved in the action taking place on screen, they feel as though they are right there in the game.
The physical effects that one feels when they are watching sports can actually encourage them to engage in behaviors that they would likely not engage in if they were in a normal non excited state.