Litigation in the making...
All the major sports leagues are notorious for protecting their brands and trademarks -- NFL, MLB, NHL,etc -- , simply look at the licensing deals some sites like Yahoo have needed to go through. And to top it off, they are mixing in virtual dollars (gambling) into the mix, which has been under fire recently in the U.S.
Its an untapped market for sure, but a snake-pit in litigation issues. May be the next YouTube you never know, but I doubt it, the sports leagues are more aware of the online world the movie studios.