Since when? I've never seen this mentioned anywhere. What is the channel number? And, when you say "J-League", are you referring to Baseball, or Soccer and Rugby?
Please read this Press Release from ONE World Sports: http://www.oneworldsports.com/press/08.25.11-ONE World Sports Press Release DISH.pdf
Sadly, in order to get ONE World Sports, I think an HD Receiver is required. If you are a subscriber to TV Japan, you should get as well ONE World Sports.