Yes, sports is exactly what is keeping customers.
Right now, the comcast packages look like this:
1. Internet only ~$50/month
2. Internet + really basic cable ~$50/month (for me it was actually less to have both, they made me get a cable box to get $10 less, it makes no sense except for the fact that they want to up sell me later.
3. Internet plus sports ~$100/month (plus you get lots of other garbage)
4. Internet plus HBO ~$100/month (plus you get lots of other garbage)
5. Internet plus HBO plus sports ~$110/month
6. Internet plus everything including a phone $180/month
Sports and/or HBO are about half the revenue which is exactly why the cable companies want to make them bundled.
The only way out I can think of to get out of this bundling is to legislate no exclusivity for content, or at least live content. That would be major blow to the revenue streams of college teams & the NFL.