Take this with a grain or two of salt, as I don't recall the source, but it seems plausible - I read somewhere that when it comes to businesses like bars, at least in the US, there is a normal rate applied to the cable package, and an additional rate applied 'per head' for the event in question. This may only be for pay-per-view events where multiple people can congregate at a single location which has paid the PPV fee, and not necessarily for widely broadcast events; I've seen sports bars charge cover for highly anticipated MMA matches.

How those rules are enforced is beyond me. Tangentially related, some of the legitimate, paid-for streams have been of pretty low quality, cutting out frequently. Not sure if it's because of draconian DRM or just excessive demand, but it would be interesting to find out.