Yes, that's in the ballpark. Not cheap! (the whole sports stats industry is due to be disrupted in a major way)
The way I received it, you can negotiate with them but probably only if you are buying more data from other sports.
Due to be disrupted? You piqued my interest.
I've been thinking of a way to actually have an "open source" version of stats.
I believe ESPN just got into the stats data market.