I have always thought that sports were a great content for the future of television (multi-screen, social tv, tv everywhere, etc). Because sports engage lot of people that wants to live the experience as they were in the stadium (and even more). In Italy Formula 1 and Moto GP are transformed by SKY in a sort of multi-screen videogame that creates a unique experience.
Sports is really a content will bring more and more revenues to channels and second screen will be one of the elements of this success.
See on blogs.imediaconnection.com