€40,000 for 10 riders at 10 events is €400 per rider per event to cover entry fees, paddock space (including power and water), plus whatever comes in the media package. Sounds reasonable to me, and maybe a good incentive to have sign 10 riders. Consider what entry fees are for your local race, and then consider how much bigger a production a world cup is. This is a way for the team sponsors to indirectly pay for putting on the race. And nobody participates in any professional sport for free. Either the individual or their team pays into the league...