It's a country of 70 million. All the fans of the UK would be the market. If you capture just 10% of fan interest in the market, you still have 2x as many fans as you do in markets where 50% of the population is interested in the game (i.e. Buffalo or Milwaukee or Jacksonville). The question is, can you interest 10% of sports fans to watch? If you treat it as an afternoon game London time, a 8 or 9am start in the US, you may capture those fans, as Premier League marquee Sunday games start at 11am and 1pm.