Bit virtuous this Finny. If you're watching it in the pub, subscribing at home to Sky (whether or not you add Sports to the package), subscribing to NowTV for one-offs, or Amazon Prime (or buying anything off Amazon), listening to commentary on Talksport, buying shirts, paying for a season ticket , you're part of the 'problem'.
But its not really a 'problem', its just an ever changing world we have to get used to until there's an economic revolution. Most large, privately-funded companies behave in exactly this way, not just football teams.