Not defending them or what they are doing, but if you can’t afford to watch football you always have the option of not watching it. I don’t know why this is always framed as “make it cheap or it’s right to pirate it”
If you're unwilling to sell it, then someone else will.
One well-known US show started airing the current season in the UK (on a streaming service) — 7 weeks after it started airing in the US.
Behind all these reasonably priced or easily accessible arguments for digital goods is the plain threat "Give it to me on my terms or else I simply take it for free"
They want people to pay to watch, and that’s fair. But if they make it too difficult, too expensive, or outright exploitative, they should fully expect that people will find ways to watch without paying them directly.