It looks like VOOM's strategy is to go after niche markets and to offer channels and programs that are not offered by anyone else. Each channel taken separately may not attract masses, but the combination and the diversity of HD channels offered by VOOM is attractive to many. Almost anyone can find at least something to his or her taste. IMHO, this is a much better strategy, than simply following the crowd and targeting the average taste.
There is a significant, rapidly growing and uderserved niche market for soccer in this country. Not only the sport itself is gaining popularity, but don't forget about the huge immigrant community, and soccer, as we know, is the most watched sport in the world! Going after this market (among others) does make business sense, IMO. According to our polls, WorldSport is one of the most popular VOOM channels. I guess this means something.
Having said that, I certainly wouldn't mind seeing other sports presented too. I am not saying that soccer should be the only focus of this channel. There is room there for other sports too. The question is whether they can get enough HD material out there...