If discrimination led to lower pay for black basketball players then why didn't an enterprising owner hire all blacks and make huge profits?

Question

Quizplus · Accepted Answer

The Answer is In fact, something close to this did happen. In the early 1950s, the Boston Celtics were among the first teams to sign a black player. In the early 1960s, they were the first team to start five black players. During this period they established themselves as the dominant franchise in the NBA, a position they held until basketball became largely integrated. Other teams did not follow suit, in part because of consumer discrimination. Studies have shown that teams' revenues increase with the number of white players. An unprejudiced employer may therefore discriminate because he prefers satisfying his clientel's prejudices to losing their business.

If Discrimination Led to Lower Pay for Black Basketball Players