St. Juste
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If, for example, a country was five times the size of another one, but football was 20% as popular, would you still expect the larger country to be 5 times better?
Quite obviously, no.
But the question, if phrased better, has a certain degree of merit.
Let's say hypothetically football is three times as popular in Scotland as it is in Kazakhstan. Would the TV deals be roughly similar? Well, no, because in Kazakhstan they could see potential growth in the football TV market. There is a much wider audience to be tapped.
In Scotland football is already incredibly popular, it has reached it's realistic potential, but that is not the case in many other countries.
Even in my hypothetical scenario Kazakhstan would be getting a bigger TV deal.