Rogers always overvalues their products.
Facebook is looking to make a deal with the NFL - that's where the real change is going to come in. The NFL isn't stupid - they know that streaming supported through ads is the future. I suspect Netflix will be coming in with bids on sports soon.
Netflix may have the Portuguese language copa coverage if i remember correctly. The tough part for Rogers may be the ad contracts, if they can sell traditional and digital program ads separately then they should be able to reduce the price but if all they are doing is taking a feed and putting it online it would be tougher for new ad revenue.