> but I think it's as least as likely that they are maximizing profits the way we'd expect a rational business operator to do

I think you grossly overestimate the ability of most large businesses to behave rationally form an organizational profit maximization perspective. It would just as likely or even more likely be something like personal wealth maximization by an employee or group of employees, personal relationship improvement, ego gratification, maintaining/improving social standing, effort minimization, etc.

This is even more so for a monopoly rights holder like La Liga.