profitability in soccer

How much money do you think a channel has to pay for broadcasting a soccer season? I did some research on the british soccer market. Sky sports, a British sport channel is paying 2.7 billion pounds for broadcasting 3 premier league seasons. The premier league is the most important league in great britain. this deal doesn't include the FA cup, the Carling cup, or the UEFA champions league. ESPN entered the British market paying 60 million pounds for broadcasting t the FA cup. This cup is probably the less important cup of the 4 I mentioned before. The UEFA champions league is a inter-continental cup where the best teams of Europe compete in a knock out format. Sky paid 240 million pounds for 80% of the TV rights in Great Britain (which is probably around 3 or 4 games a week that go from october to april) It seems like european soccer clubs and companies have their own Superbowl going on every single weekend instead of once a year in terms of advertisement.