I strongly suspect that the men and women are not paid to play soccer for the US team based on their ability to generate revenue at the box office. They are paid to play soccer because if we don't pay them, they will play somewhere else. And for top soccer-playing men, there are lots of somewhere elses, and for top soccer playing women, not so many.
Maybe that is why the men really support what the women are doing.
PS: If a man can qualify for a quality team other than the US team he will likely play for that team. Unless they are so bereft of resources that they have no better chance than the US.