Though not my field, I think setting property belonging to someone else behind a paywall would constitute a violation of copyright law. A bar may "indirectly" profit from a football game, by attracting customers they will sell beer and food to, by showing a game. They can not, however, charge a cover to view the game, because that would be profiting directly off the product belonging to the NFL. They can, and do, sue any establishment that does such (if they have enough money to bother taking). This would seem to me to be the same sort of direct profit from product you don't own the rights to.
