And the buyer wants to pay as little as they possibly can. That's not greed. That's called a market and it's functioning as it should.
La Liga is not a commodity as I can not equally make a La Liga.
This is the basis for antitrust regulations.
So no, there is not market. And as such there is no markets that functions as it should.
Anyone who genuinely likes kickball because they derive exquisite pleasure from watching balls being kicked, can go watch it live. But no, it just has to reach right into people's living rooms, at the cost of disrupting productive activity. Imagine if people paid such enthusiastic attention to things that were not about "winning" and "losing" some completely imaginary competition. Imagine how much better their lives would've been!