No different to Sky getting the Cricket in place of the BBC.
I see a difference, since Sky do not control UK telecom infrastructure in the same way as BT do, and in doing so BT can exploit that revenue for eye watering football contracts.
It's pretty easy to ditch Sky, just cancel the TV subscription.
On the other hand, it's much harder to ditch BT. Essentially it means ditching a POTS landline completely (unless in Hull), because one way or another the money will feed the BT Group machine and their expensive football ventures, via BT Retail, BT Wholesale or BT Openreach.