They said to set your budget excluding gate receipts. Not to try and exist without selling tickets. e.g., bank first on the more predictable things.
Like I said, it's poorly argued, but if you can stabilise your club without assuming targets for ticket sales (say, with a great TV deal as your base), that's likely to be more reliable. You can be a pedant on the internet or you can be a bit forgiving with your interpretation and see what they were getting at. Suspect the former is better for my pageviews than your mental health arguing like that day in and out on Hoops.
This was one of the original comments:
"Great quote here." Stadium ticket sales should be a bonus for the clubs - not the bread and butter." 100% spot on."
That is one of the dumbest things I have ever seen here.
I don't see how suggesting that aiming to get other components, say media rights, as the core of your budget is "one of the dumbest things I have ever seen here".
Media rights you tend to lock up years at a time. In successful leagues, it's a major focus for good reason. Sponsorship you often line up before or early in the season. Outside of memberships, per-game seats are flaky and at the mercy of time of year, other things happening in the city, what's on TV, your star getting injured, roadworks, hot weather, etc.