France's '39th Game'

The French handball league is set to stage its semi-finals, final and an all-star game in Miami at the start of April. Alongside the games, there will also be a French trade exhibition. What might the motives be for such an initiative? Is there strong US interest in handball? Or is handball simply being used as the vehicle for promoting France and French industry? What comparisons can we draw between e.g. the English Premier League's 39th Game plan, or the NBA's overseas development strategy, and French handball's entry into the US market? Should we expect to see the staging of overseas games more often? In which case, is sport solely becoming a way of generating a commercial return, or are initiatives such as that in French handball, a genune attempt to 'grow' the appeal and reach of sport?