If it's anything like what they did for the 2008 Olympics, they'll be free. On my old cable company, at least, NBC turned on the three temp channels to carry some of the less popular events for free over the course of the games. They weren't 24/7 channels, but they did have some good supplementary material.
Well there seems to be normal programming them now. So I don't know why the stupid "season ticket" graphic. Unless they're going to pull a stunt like someone, maybe it was the cable company, did a while ago, and let us have the channels for a few days and then charge us for the reason of the season.