Yes back in the old days labels used to, on occasion, cough up money in the form of 'tour support' which was seen as an investment well-spent to subsidize the tour and help promote the album. Standard operating procedure. This money would be mercilessly recouped from future sales.
I once went on the road with band in +- '89 for 2 weeks in the US where the label supposedly sunk 80 grand into it in order to cover wages ( I made about $400), motorhome hire, gas/food/lodging etc, a free bar at venues for media, label, distribution & retail people, and maybe even venue hire..
Those were the days!