Sports is higher because to do live encoding with a single pass you need a higher bit rate generally.
When you can analyse and multipass encode material you can use lower bit rates while in theory maintaining quality of picture.
Absolutely, goes without saying - and when deciding the output of a channel, I'm sure this is a major factor - combined with the fact sports/motion is less efficient/more difficult to encode with H.264
However, at the end of the day, the BBC have many live shows - and their output is still around the average of the channel, and Sky Sports (eg F1 HD) has many recorded shows and their output is still around the average of the channel.
Still, bitrates should only be used for comparisons with caution - it's a mug's game to assess quality by the easily obtainable number. It is interesting though that iPlayer on the Sky platform is near-broadcast bitrate with the same programmes. The hidden subtext is that these bitrates are all broadband-capable. The discussion may be arcane for some, but TV streaming is one of the biggest challenges and opportunities for the broadband market, and will be a game-changer in years to come.