Population of the EU is circa 508 million, and for the vast majority of those, Football (as in soccer) will be the biggest sport. With respect to team sports, the US is quite insular. US team games generally don't have many (if any) international presence apart from the NFL taking less than a handful of games to the UK. The rest of the world (including such markets as China, Europe, Far East, etc) share other team sports that cross borders and markets in a much larger fashion (e.g. there's many more Manchester United fans outside the UK than there inside it!)
that still has nothing to do with my question and why apple is probably making deals with the NFL over football. If they mostly sell to people in the US, that is going to be their audience. If pretty much all ATV sales are in the US, why would they push for something the US cares less about?