He's just following in the steps of the Kardashians.
Yes, he's annoying and full of shit, but that's all on purpose.
The way reality tv works these days him and his 3 Balls will easily get their own tv show if they want, even if Lonzo becomes a bust.
He's just hedging his bets.
Scenario 1) 2-3 of his sons become legit players in the NBA and he can keep promoting his shitty brand through them, like he's already doing. They'll get shoe deals etc. He'll be well off, so will his sons.
Scenario 2) most of his sons become busts but, as mentioned above, he'll make a tv deal so they get their own reality show and this guy certainly has all the right traits to make it big in that world. Again, he makes money no matter what with the way things are going.