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high cost for viewing sport = low value for teams and sponsors
low cost for viewing sport = better value for teams and sponsors.
people who lose out in the first instance = sponsors, who have nobody watching their logos appear on telly, fans who can't afford to watch the things the logos are appearing on on telly, and the teams who can't get people to put their logos on their things so they appear on telly.
people who lose out in the second instance = people trying to monetarise the sport and event.
whilst there is someone at the top trying to get a return for their investment, the money will be flowing the wrong way.
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