I have no idea where you get the channels from, but the Viasat sports package is way more than £10/month, I pay almost £30/month.
Online service Viaplay is almost £20/month. Viasat screws us over and provides fewer games now than when I signed up for double the price.
Anywho, sorry for OT.
I live in Sweden since a few years back, and first of all thanks for having a great county.
Anyway, combined I pay a good £95 a month for my channels. Which includes viasat, canal + (cmore?) and more importantly quite a few british channels even though I can't get BBC one. And I don't even understand what your experts are saying. My swedish is better than before but still far from adequate.
Back when I moved here I could see every single premier league game live, but as you say, that changed because of some bartender subscribing to norwegian channels or something. Annoying to say the least but I still think every Liverpool game bar one have been broadcasted, so not much to complain about as I don't have time to watch the likes of Wigan-Sunderland on a wednesday night anyway.
Either way, Viasat > Sky by a country mile and for me it's worth every penny. Comes down to how much you have to spare though, I suppose.