The prize money comes from sponsors (and maybe race entry $475-$495 for the supernats), I doubt much is gate money.
Why they sponsor i can't tell for sure but Americans certainly care more about their town's then UK people do. So a wealthy local who likes racing will stump up sponsorship to have a race in his city so the world can see how awesome his city is (whether it is or isn't). Plus some events have become established over the years and sponsors want to be part of that. I mean the Rock Island GP has AT&T as a sponsor and charge between $25000-50000 to be a Naming Rights Sponsor and almost provide no information for the sponsor to think its a good deal.
http://www.rockislandgrandprix.com/images/sponsors/RIGP-Sponsor-Packet-2013.pdf
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