There’s an ongoing war between content platforms and content providers. Sport is the new front line.
In video streaming, the platforms (e.g. Netflix) initially fucked over the content providers’ business model (movie studios releasing to cinema and DVD/Bluray), so the content providers started restricting the content the platforms could stream. In response, the platforms (Netflix, Amazon) started making their own content. Recently the content providers fought back by building or acquiring their own platforms, the most successful recent example being Disney+.
Streaming platforms have started getting into sport, but they don’t own the content so they have to bid for rights alongside traditional broadcasters. Buying up clubs is a shift into owning the content as well as the platform, just like happened with video streaming.
In the short term, we’re going to end up with a highly fragmented system where you need several subscriptions to watch a decent percentage of a season of your favourite sport. But then there will be a consolidation phase (because that’s how capitalism works). And of course dodgy streams will continue to exist just like people used to tape records.