I think they also need a strategy with sports-related programming, eg. chat and analysis shows. I’m guessing the revamped Sports Tonight is one step in that path.
They have UFC, right? They need a show built around that: highlights, discussion, etc.
Even for sports they don’t have rights to, like the AFL Footy Show in its hey day. Hopefully the shows rate, and are at least break even, but they also show the governing bodies they’re serious.
I know sometimes, eg. Cricket Australia, they just don’t give a sheet, and lock you out anyway.