Having 10 games all in one day at a time when most of the other leagues across the globe are shut down means that the eyes of the world are on the Premier League. This means extra revenue for advertisers and undoubtedly strengthens the hand of the Premier League when it comes to negotiating TV rights deals.
Commercially, it is also a money-spinner for the the clubs because most people around the country are on holiday, meaning they can travel to games.