Cable bills and being subjected to constant commercials doesn't seem like "free" to me. Networks pay buckets of money to the NFL for the "privilege" to broadcast the games, money they get from cable subscribers (you know, US), and advertisers (who make THEIR money from you guessed it, US).
I think I paid something like $11.50 for a "tallboy" can of beer (which I think is 16 ounces) at the game in Toronto. I forget the exact price but I know it was in excess of $10.