First of all zj, that red bull your drinking ain't American, it comes from Austria (that little country between Italy and Germany). But your on the right track in thinking that the sports market in Europe is more permeable than here, because it is. There are many sports we consider "niche" here that have grown into prime time televised events in Europe over the last half century, from downhill mountain biking, water polo to badminton, even cricket is huge. If David can make an argument that cricket is more of a spectator sport than DG id like to hear it.
Cricket has 2.5 billion fans... second only to soccer.