For cricket, it really depends on where your cheering interests lie. D* and E* have each secured broadcast rights to hosted matches by a number of countries' boards. D* has Australia, New Zealand, South Africa, Zimbabwe, Bangladesh, Sri Lanka and West Indies signed to exclusive contracts for international matches they host. E* has England and Pakistan signed to exclusive contracts. Because India has had a court dispute in its country over the broadcast rights, I don't know if either D* or E* has an exclusive contract. The current ICC Champions Trophy and the upcoming Cricket World Cup are/will be carried by both systems.
E* had been a bit exorbitant in their pricing of some tours in the past. With D*'s Cricket Ticket package being a much better value, E* has recently offered some more competitive pricing. The current Champions Trophy tournament is being offered by D* for $199, while E* is offering it for $100. No guarantee on future pricing, of course. Another note, D* charges extra to receive matches with India involved, calling it the Cricket TIcket India, I believe.
From my avatar, you can see where my interests lie. I am looking forward to the upcoming Ashes series. D* has not posted info on anything after the Ashes tests, including the VB Series, but in general they have made a decent commitment to cricket. One thing to note, if you are getting D*'s Cricket Ticket, you will need to get a separate (and larger) dish installed to receive the 95W satellite that carries much of D*'s international programming.
Also, Setanta is great for rugby. I am enjoying the Mooloo men's current run in the Air New Zealand Cup. [Cue the cowbells and the chainsaw.] ANZ and Currie Cups wrapping up now. Magners (Celtic) League just gearing up. There has been limited Guinness Premiership coverage so far this season. Heinekin Cup matches on the way, I believe. 13-man code also on offer, including upcoming Tri-Nations. Aussie Rules just finished; it was nice to see Setanta pick that up as Fox Soccer Channel has dropped almost everything except soccer.
Hope this helps in your decision.