Sky have a bunch of properties that are far more lucrative than the A-League. Lightbox would be trying to establish itself as a player in sports broadcasting. Sky have an incentive, but it's not as big as it would be for a provider that doesn't have any other sports properties.
I agree with that. Whenever I get to see A-League on Sky it always looks like some sort of an afterthought crammed in between wall to wall motor sport, rugby and golf. However, a new provider would probably find it difficult to bid for the rights against Sky TV (a new boy on the block would have to have deep pockets for a successful bid).