In this era of over-complicated viewing experiences for stuff as simple as love sports, pirating has arguably become just as easy as buying the same experience.
When the product you sell is too convoluted, people will turn to piracy.
I've said this so many times but it's relevant again: pirating is one of the most overrated things in the world and it has NOTHING to do with it being unethical – it's not. Sure it's free, but it's free for a fucking reason: it's so much worse than The Real Thing.