Free to air sport in the UK is not like FTA TV in Australia.
I've been living in the UK for almost 2 years now and can't believe how little sport they play on FTA. The biggest reason is that they don't have anything as comprehensive as the Australian anti-siphoning legislation in place (legislation that ensures marquee sporting events are available to all via free-to-air), and as such not even the English Premier League get shown on FTA, it's all on Sky Sports and BT Sport (Pay TV). The occasional international soccer match or Champions League match gets shown on Channel 4 or ITV (FTA), but that's about it.
BBC show the occasional rugby league game (challenge cup seems to be their main preference), but that's about it. To be honest, rugby league actually does well on FTA over here when you compare it to what other sports get.
So basically to sum up - aiming for free to air coverage in the UK is an unrealistic goal given that soccer can't even manage it.