Ok. I have to run through this real simply for the slow kids...
A new New Zealand team captures the interests of 200,000 spectators nationwide, not actual fans attending games just people of the fence who are interested in seeing them play- a new team from NZ in the biggest Rugby comp in the Pacific- that's a conservative estimate.
To watch them they need sky.
Sky will get 200,000 more subscribers because they have those games...
200,000 × annual subscription = how much more they can afford to pay.
They would pay all of it because they want a profit but they want to increase subscribers... they want those 200,000 extra subscribers.