I read that it was ESPN that got the idea of a live transmission. And yes, all income went to chariy.
Jim Gray, who's now freelancing after his NBC and ESPN stints, approached ESPN and LeBron's representatives with the idea. ESPN naturally jumped all over it, as that company has no shred of journalistic credibility whatsoever and is a blatant shill for any high-profile star, while LeBron and his representatives, who really mis-judged the situation and shouldn't have agreed to this at all, accepted on the condition that all the sponsorship money go to the Boys & Girls Clubs of America.
What's really funny is that after a few days of hyping the shit out of "The Decision," and spending several hours leading up to the show with everything short of a televised blowjob of LeBron James, ESPN has now seen the negative backlash and is scrambling to wash its hands of the entire matter and publish articles by columnists wondering about his legacy, his reputation, etc.