The Ever Growing (RANDOM) Relationship Between Late Night Sports TV Shows & Underground Music Artists?

Over the past few months there have been more and more people popping up on these random late night Sport shows. Is it a plot to make the show, 'cool' and 'urban', or do they actually like these guys enough to put them on there? I don't know, I don't really care, question is are they taking the piss, or is it a good look for these underground folk? I think it is very random for these MC's to be on sports shows and I think many people agree, but if it's extra exposure then why not init. Who next, Ghetto, Trim, Tempa T maybe, that would be crazy no?