And this seems like another instance where the local or state government should interfere. Because yes, of course, any private business can make their own decision about that and if the customer doesn't like it the answer is don't be a customer. If I open a coffee shop that doesn't take cash your wife can go to another coffee shop. But there's only one baseball team, and they benefit from all kinds of public largesse. Including the fact that the stadium itself is owned by the city, though perhaps their lease doesn't give them any power to tell the Rays what to do.
Of course the region is also worried (maybe) about losing the team (if not eager to pay for a new stadium). So it's probably not worth a fuss. And I'm sure the team's market research shows it won't affect many customers (and especially not those prized millennials, which basically equals young parents now).